NONE: RE: ONLINE-ADS>> WEB-AD'98 COVERAGE: 3/17/98 - Yoder Sings New
RE: ONLINE-ADS>> WEB-AD'98 COVERAGE: 3/17/98 - Yoder Sings New
Ellen_Devens_at_simweb.com
Thu, 19 Mar 1998 11:05:55 -0800
Hello All-
David Yoders (Yoder Sings New Tune,
(http://www.o-a/webad98/webad98-archive.html) article re: Branding on the
Internet raises often talked about and valid issues in an industry riddled
with everchanging business models, technology, top line growth, P/L and
marketplace positioning and structure. J.C. Herz' article in today's NY
Times perfectly aligns intself with some of the same issues that I want to
highlight- specifically "Branding on the Web"
Leveraging the functionality of the Internet against an advertisers
marketing, advertising, commerce and business objectives requires a whole
new paradigm of intuition, thought, process, consciousness and knowledge.
The web sites, online communities, advertising networks, agencies and
advertisers are all dancing around different philosphical viewpoints
regarding how to maximize this medium. From an advertising perspective,
cost of production, cost per thousand and cost of reach are certainly key
components to have top-of-mind with. That these metrics should drive
advertising revenue, standards and practices in an online world is another
issue. However, when drilling down to the issue of ,"Is the internet a
branding vehicle" we must begin to look at the how the distinctions of
on-line and off-line branding lives and exists, as it relates to this new
paradigm of intuition, thought, process and knoweldge.
This is where the article in today's NY Times enters. I believe today,
that the term "branding", in an interactive world needs to perhaps, from
time to time, be substituted for the word "bonding". It is the advertisers
responsibility to declare their committment and accountability to the
consumer in a way that achieves their objectives. Whether it is brand
loyalty/retention, direct response, commerce/transactions, product rollouts
or deepening the interaction a savvy marketing person will instinctively
cut through the layers (in the Kaballah the word is "klippoh" ) to
establish these new paradigms. As JC Herz's article illustrates, Ms. Kelly
(VP Worldwide Marketing/Mattel), has strategically and tactically made this
jump incredibly well, and has I believe, incorporated the consciousness and
essence of bonding with her consumer and using this medium in a fabulous
way. Is this branding? I think so. Are girls, teens, parents, women etc.
"hooked" in? They have been for almost 40 years. Has Ms. Herz raised the
bar, so to speak on Barbies foothold in cyberspace? Sure. Interestingly
enough, several days ago I was compelled for some reason to visit the
barbie.com site (this is really true) for no apparent reason. I was really
effected with the original barbie theme song (was it a studio singer?).
Has Barbie done Broadway!!!!
This, Richard, is what I mean when I say my ideal job is as a Chief
Marketing Officer!!!! Any ideas!
Of course, interactive marketing objectives and strategies do not live in a
vacuum and all advertisers and agencies must weave and build a plan that
encompasses all approriate media vehicles with a synergy that represents
the old and the new paradigms...the fluidity of our industry demands it.
Thank you all.
Ellen Devens
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