NONE: Re: ONLINE-ADS>> Zapata is nuts...
Re: ONLINE-ADS>> Zapata is nuts...
John Audette (ja_at_mmgco.com)
Fri, 17 Jul 1998 12:57:04 -0500 (CDT)
Greetings....
Our esteemed moderator wrote:
<snip>
I've been in this business going on four years now. In my experience
is that the biggest expense is content creation, not promotion. I think
Avie Glazer is either clueless or has some very bad advisors. Opinions?
</snip>
I disagree with Richard -- I think Avie Glazer is clueful.
But the first thing we need to establish is what type of site we're
discussing here. Are we talking about pure content sites that
depend on traffic and have advertising as their revenue model?
Or are we talking about an e-tail (I like that one -- "e-tail") site
that depends on selling products?
I would like to see the numbers in any case. However, I can see
where it's possible for a content site to spend more on content
creation than on promotion, but there is no way that applies to
an e-tail site. Not if you're really serious about owning your space.
Warren Buffet, a pretty successful investor, has built his fortune
by investing in what he refers to as "franchises". By franchise he
means companies that simply own their space, companies like
Amazon.com. These companies have typically spent so much on
building brand awareness to a high level that they have created a
formidable barrier to entry in their particular space.
But building that brand awareness costs boatloads of money. I'd be
surprised if marketing wasn't Amazon.com's single largest expense
(other than COGS).
My company has a client who really gets it. He is embarking on an
online marketing campaign that has an eight figure budget between
now and the end of 1999. He will own that space by the time that
campaign is over.
Regards,
John Audette
M u l t i m e d i a M a r k e t i n g G r o u p I n c
.......... The Online Agency ~ Since 1994 ............
John Audette ......................... President & CEO
541.330.1527 ...........................ja_at_mmgco.com
Internet Advertising, Marketing & Public Relations
~ Delivering Measurable Results & Positive ROI ~
................. http://www.mmgco.com ..................
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