NONE: Re: ONLINE-ADS>> Differentiation/revenue via community/brand
Re: ONLINE-ADS>> Differentiation/revenue via community/brand
Leo Sheiner (leo_at_netcomuk.co.uk)
Tue, 27 Oct 1998 04:55:32 -0600 (CST)
JOEL GEHMAN <JGEHMAN_at_CREATIVELABS.COM> WROTE:
>So what is the take away? In service businesses, the
>employee IS the business. On the Web, employees are replaced
>by context. Context IS the business. Therefore the best
>context will win. Human factors, usability, interface
>design, heuristics, navigation, look and feel -- these are
>the things that create competitive advantage. Recently,
>there was a post praising the "viral" marketing at CDNow.
>Others have pointed to Amazon's book suggestion database.
>AutoByTel delivers a better experience than analog car
>shopping. [Insert other examples here...]
>
>If you agree with Prof. Rayport's analysis, all these Web
>businesses have a competitive advantage BECAUSE of their
>context. And context is something that is difficult to
>replicate in many or all instances (or why isn't BMG beating
>CDNow, or Barnes and Noble beating Amazon or GM beating
>AutoByTel, etc). In point of fact, perhaps driving people to
>your Web front door is a commodity (eyeballs are eyeballs),
>not the visit. And however difficult, the ability to
>differentiate the end-user experience once on your Web site
>creates an extremely sustainable competitive advantage.
>
>Does this mean that the context IS the brand? At a minimum,
>perhaps a large component of the brand proposition or your
>brand's attributes come down to CONTEXT -- the fuzzy
>affinity visitors feel when on your site. Maybe we should
>all be spending more time with the eyeballs that actually
>visit our site, than on getting them to visit in the first
>place?
>
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
At last some sense about branding on the Internet. Yes it is the
rich experience that greets the user on a site that does the
Branding. Service, responsiveness, customisation,
personalisation and perceived value is branding. Whether banner
advertisement or interstitial or rich media, however you cut it, it
is merely an invitation and if the party doesn't live up to the
expectation then the user will not visit your party again.
Branding on the web is about one to one marketing, not
targeting not segmentation, not aggregation but the personal
experience of each visitor. I just love Rob Frankel's definition
of branding:
"Branding is not about getting your prospect to choose you
over your competition; it's about getting your prospect to see
you as the only solution."
On the web that can only come from an intimate one-to-one
experience because the web is *Interactive*. It isn't a broadcast
medium where you identify your users and then throw sufficient
emotional crap at them in the hope some will stick. Hey, surfers
aren't interested in that, they want to touch it and feel it for
themselves. This seems so self-evident to me that I wonder at
all this constant wittering on about measurement and auditing.
While some will measure, others will pragmatically offer the right
kind of experience and establish their brand on the web and
make serious money.
Buy into 441 million pageviews p.m. on 11,849 host sites to gain
the results you want. Free consultancy and animated banners
Why advertise using Safe? http://safe-audit.com/adpromo.html
Why host banners for Safe? http://safe-audit.com/hostpromo.html
mailto:leo_at_global-m.com Telephone +44181 346 0770 Leo
========================================================================
------------------------------------------------------------------------
This week's Online Advertising Discussion List sponsors:
AdKnowledge, 24/7 & CLIQNOW! Networks and Internet.com
Double the effectiveness of your next web advertising campaign.
How? With AdKnowledge. For complete details, contact us.
http://ads02.adknowledge.com/SmartBanner/page/9751.4
---
The 24/7 Network & CLIQNOW! Networks. Buy reach & powerful brands:
*Reuters News, The Mining Co., Wall St. Sports, Jokes.com*
Get these sites. http://www.247media.com/ad_sales/index.htm
---
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
------------------------------------------------------------------------
========================================================================
Online Advertising Discussion List To Unsubscribe send UNSUBSCRIBE
http://www.o-a.com/ to online-ads-request_at_o-a.com
