NONE: ONLINE-ADS>> Differentiation/revenue via community/brand
ONLINE-ADS>> Differentiation/revenue via community/brand
Nari Kannan (nkannan_at_zelos.com)
Fri, 23 Oct 1998 06:53:20 -0500 (CDT)
BRIAN SARRAZIN <SARRAZIN_at_EARTHLINK.NET> WROTE
>What do you think?
>- Are brands an abstraction of community?
>- Can interaction among site visitors/members produce
>revenue in this way?
>- Is this painfully obvious?
>- If so, why isn't everyone doing it?
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
I think what Brian means by "Brands" are Web Brands such as
Yahoo, NetScape, CNN Interactive, etc. I think the larger
Branding questions that most companies and their Advertising
budgets are dealing with is the general notion of a "Brand
Equity" in Marketing that has been linked with brands such
as Kodak for more than a hundred years. You are right in the
sense that brands produce community but the question is one
of a century old branding knowledge trying to adapt to a new
medium. Initially branding was only Print advertising. Then
came radio and branding was extended to radio with sponsored
plays and commercials. Then came the TV with commercials and
InfoMercials for certain products. Now comes this new
medium, the Internet and the Web and Branding is being tried
out with Banner Ads, Web-site marketing, etc.
Now the real questions to be asked are - What should these
be?. How can they be measured?. To some extent the Web and
the Internet has a strike against it because of the
overselling of computing and the promise of precise
measurement. Also it is not a "Mass Medium" like Radio or TV
is - where the signal is broadcast and you try to measure
how many people saw or heard it and remembered it. With the
Web, the question being asked is "If you claim so much of
interactivity and computing in your medium, why can't you
measure effectiveness more accurately?".
It is really time to think about the Zen of the Internet and
the Web and evolve appropriate mechanisms. I don't believe
that this is the end of the medium as a branding mechanism
but a process of understanding it better and evolving better
solutions.
Nari
------------------------------------------------------------
Nari Kannan
CEO
Zelos Technologies, Inc.
5236 Pinon Valley Road
Colorado Springs
CO 80919
Ph: 719-260-9501
Fax: 719-260-1926
www.zelos.com
========================================================================
------------------------------------------------------------------------
This week's Online Advertising Discussion List sponsors:
Internet.com, Mind The Store and ValueClick
Internet.com Delivers The Internet Professionals You're Looking For!
Over a million unique users, 75% have purchased online this past year.
Target your message to them, http://www.internet.com/mediakit/find.html
---
ClickToBuy is an advanced e-commerce technology allowing Advertisers to
sell products directly from their banners or images. Call Michael Tingle
at 800-254-9992 or visit http://www.hotflyers.com/demo for more info
---
ValueClick can guarantee you instant revenue on 100% of your ad space
Stop in and see us on Oct27 at the Momentum Awards at _at_d:Tech in NY
ValueClick Ad Network | 805.965.0543 | http://www.valueclick.com
------------------------------------------------------------------------
========================================================================
Online Advertising Discussion List To Unsubscribe send UNSUBSCRIBE
http://www.o-a.com/ to online-ads-request_at_o-a.com
