NONE: Re: ONLINE-ADS>> Article: Offline Advertising in an Online World
Re: ONLINE-ADS>> Article: Offline Advertising in an Online World
Bob Serling (bserling_at_cts.com)
Tue, 8 Sep 1998 19:29:04 -0500 (CDT)
Marlena Schwarz kindly recommended this article
http://www.thestandard.net/articles_display/0,1449,1585,00.html
about marketers spending heavily in old media to get
consumers to visit their Web sites.
Hear, hear! It's about time this crucial issue got more
coverage. At the risk of disagreeing with the majority of
contributors to this list, I personally wouldn't invest a
dime in banner ads. Banners are the online equivalent of
door-hangers in the offline world. Unless you have a product
that you can't possibly target to specific markets, why
waste your time on a plastering technique that reaches few
qualified prospects?
What a handful of savvy marketers (from entrepreneurs to
Fortune 500 corps) seem to be keeping secret is how
effective it is to use traditional, highly targeted media
and lists to drive substantial numbers of qualified
prospects to their web sites. I'll be covering one of the
most effective methods (that was left out of the article
above) in the next issue of my online newsletter which will
be published on Sept 16. You can get a free subscription at
http://www.bobserling.com/subscription/index.html. Also, in
October I'll be devoting an entire issue to 4 or 5 more
offline-to-online tactics that produce exceptional results.
Finally, I find it surprising that offline-to-online tactics
haven't received more attention. While Web marketers like to
consider themselves innovators, it's interesting to observe
how quickly they've fallen into predictable ruts.
Bob Serling, President
Stratford Marketing Group, Inc.
bob_at_bobserling.com
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