NONE: Re: ONLINE-ADS>> Mass Medium? Targeting?
Re: ONLINE-ADS>> Mass Medium? Targeting?
Mark Montgomery (markm_at_gwin.net)
Mon, 29 Jun 1998 21:52:50 +0000
Dave Coyne said:
>The (admittedly)
>more engaging and creative online vehicles such as the brilliant Seattle
>Times/REI weather forecast sponsorship are too customized to lend
>themselves to the masses of websites or advertisers.
I liked the rest of Dave's point about banner ads but
I need to point out that even the broadest
brands in the world have excellent success in
relationship branding within niche groups, some of us
have been at it a long time. Mediums don't always
compare well but understanding the reason behind
marketing always serves well, in any environment-
aka human behavior. REI has become quite broad
compared to the small group when I joined in '75.
I think this begins to address the root of the
challenges the advertising industry as a whole
is having with the Web and Internet. I don't care
if it's Intel, Coke, or custom fly fishing rods,
the key is in creating a brand relationship with
that particular group, whether it's extremely broad
or narrow. It may not sell Intel more chips in
the morning but if executed properly it may lower
costs in their next plant or bring new partnerships,
perhaps even effect public opinion and the political
process behind antitrust issues.
This medium has the best ability of any bar
none to accomplish that and a few are. No
question that much of the branding online is
only showing up in off line/traditional surveys
and tracking mechanisms that have integrated
the Web experience into research. A LOT of
product is being purchased off line due to Web
branding, including the precise information available
on third party product quality, forums, reviews, etc.
The problem is publishers aren't being paid for it,
directly or indirectly. Speaking of course not about
e-commerce only businesses.
That brings me to my final point that I've thought
a lot about watching the evolution since '95.
The big budgets and big campaigns are similar
on the Web to traditional in one respect. They
have a large budget that needs to be invested in
a short period of time and it's very difficult to
do that and generate high levels of results, or
actions. It worked kind of well with killer creative
and only three national TV networks in the US
but those days are just about gone, we are a
much more fragmented society now and so too
are our mediums.
It's a lot more difficult to develop relationships;
more investment per contact, more creative energy,
and more work in general but it also can pay
enormous dividends for a brand once they are
adopted by a loyal group. When well nurtured by
savvy management it can still last a very long
time. The problem is too many execs either never
learned this lesson or have forgotten, but not
everyone. The underlying reason why the medium
is the fastest growing in history hasn't changed
much, fall back on that for strategy. This article
may help: http://gwin.net/phasei.htm
Mark Montgomery
Founder/publisher, GWIN
Sample_news_at_gwin.net
http://www.gwin.net
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