Re: ONLINE-ADS>> Angela Kapp, Estee Lauder

Kim Brooks (kbrooks_at_cortland.com)
Sun, 25 Jan 1998 10:36:02 -0800

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"Danny Sullivan" <danny_at_calafia.com> wrote...

>> work, Estee Lauder needed to get more women online. They did so
>> through such means as <snip>
>
>This struck me as an example of the backwards way many web sites
>seem to have developed. It sounds like Estee Lauder decided to make
>its market work to support its site, rather than make the site serve
>its market.

I disagree with your characterization of this approach as "Backwards."

Remember, this was back in 1995. The web was just building momentum.
Companies had just started spending LOTS of money on web sites to reach
existing online audiences. But because the net was still foreign (and a
little scary) to most people, those companies also had to spend money
reinforcing... a) the medium's security; b) the medium's commercial
viability; c) the medium's usefulness.

This was back when tons of magazines starting shrink-wrapping AOL disks
(and got bounties for every new account they brought). Banks started
partnering with ISPs to get customers online. Marketers everywhere started
selling "Get online with ...!" Remember the hype??? It wasn't the ISPs
that did all that selling -- even AOL couldn't have afforded that much
advertsing and PR. EVERY company that got a web site in 1994 and 1995
worked to bring their customers online.

Yes, giving away TV sets so people can see your ads would be silly. But
creating an elaborate site that allows online shopping, customer service,
product information, order tracking, and demographic-gathering then making
sure that as many people as possible have access to it... that's smart.

Kim Brooks

Kim Brooks
B A R D O
marketing

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