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NONE: ONLINE-ADS>> ONLINE Branding Can't work
ONLINE-ADS>> ONLINE Branding Can't work
Ramon Ray (rayramon_at_nyfccs.com)
Tue, 27 Oct 1998 04:55:38 -0600 (CST)
I don't claim to have years of experience in online
advertising, however I am quite familiar with marketing,
branding, etc overall. I was walking somewhere in NYC
yesterday and I realized - there's ABC, CBS, FOX, MSNBC, CNN
and lets say 10 other TV outlets that have the majority of
America's 200,000,000+ plus sets of eyeballs. Now on the
Internet you have the traditional top 5 (maybe we can
stretch that to top 10) and thousands (millions?) of other
sites that are seen on a daily basis - HOW IN THE WORLD CAN
BRANDING GET DONE THIS WAY. I go to many sites, every day I
have never seen a coke ad (for example) not that its not
there, but I may have been in the ad rotation where the LL
Bean ad came up and not the Coke ad.
On television you have the same amount of potential eyeballs
but far fewer outlets. Even in the print realm. NY only has
the NY Times, NY Post, Newsday, Daily News, fine and WSJ and
then a few niche pubs - but limited still. The WEB has a
host of possible NY geogrphic centered WEB sites.
Even with DoubleClick trying to match IP addresses to a
geographic radius - how well can that work (I'm sure its a
good start).
My main focus is small business technology and I think
related to WEB advertising, I would advise my clients to
maximize the WEB for their current clients (they already
know how to reach them, fininding new ones using the
Internet is an expensive, maybe failing venture) and as an
awsome communications channel (archiving reports, online
executive bios, etc). My WEB site
(www.tiac.net/users/rayramon) doesn't have many thousands of
users coming to it, however it does serve its purpose quite
well - as a commnications tool.
For advertisers to get good branding results I would think
the banner method is not going to do it. Sponsorship,
Yoyodyne type marketing.....
=======================================
Ramon Ray - rayramon_at_nyfccs.com
Small businsess technology advocate, writer and consultant
Editor, Small Business Technology Report
++++++++++++++++++++++++++++++++++++++++
www.tiac.net/users/rayramon -
"Complete small business technology resources
for small biz owners, media and consultants"
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