NONE: Re: ONLINE-ADS>> 1:1 marketing on the 'net and otherwise
Re: ONLINE-ADS>> 1:1 marketing on the 'net and otherwise
Andrew Forbes (andrew.forbes_at_redbridge.com)
Tue, 16 Sep 1997 14:08:38 -0400
Arie:
> I continue to be amazed at how easy it is for
> some pundits to claim that the "sky is falling" and
> pronounce that it's going to take time and money
> to support targeted advertising.
I wish I was a pundit, I'd most likely make more
money <g>.
I'm not sure, but I get the impression that you and I
may not mean the same thing when we use
the word "targeted". When I say targeted I mean
it in the sense that direct mail is targeted, that is,
I know the name, address, and everything that
Equifax et. al. knows about the household behind the
IP address. And I know it in an auditable fashion
e.g. the data did not come from the consumer
but rather a verifiable independent source.
> The major obstacle to the development of targeted
> advertising is not capital or time, but is the sheer
> resistance of web advertisers to view the
> Internet as something truly different from television.
This may be the source of our difference of opinion.
While we agree that the 'net is not television,
I view ads on the 'net as being much more like real time
direct mail. So when I say "targeted", I guess
what I really mean is "real time direct mail with
an interactivity option thrown in".
> Many of the advertisers I speak with see nothing
> wrong spending $20,000 or more buying millions and
> millions of impressions just to reach a few thousand
> "qualified" customers. But at the same time, they
> are reluctant to pay as little as $4,000 to reach
> these same few thousand customers in a truly
> meaningful and interactive fashion.
Advertisers are also willing to spend significantly more
on direct mail campaigns than on 'net advertising.
But in this case there appears to be a solid business
reason for their lack of enthusiasm. With direct mail
they "know" what kind of people are getting the
piece. But with the 'net, they're doing the equivalent
of standing out on the street in front of a bar handing
out flyers, and hoping that the people passing by
drink beer. This level of targeting, and auditability, is
clearly worth less.
Of course, my background is in computer systems,
rather than marketing, so perhaps my train of thought
is off course. What analogies do you use in attempting
to explain the 'net to potential advertisers?
Andy Forbes
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