Re: AltaVista Testing Paid Search

From: Rob Frankel <rob_at_robfrankel.com>
Date: Thu, 6 May 1999 16:03:02 -0500 (CDT)

Results
Sender: owner-online-ads_at_o-a.com
Precedence: bulk


MARK MONTGOMERY WROTE:
>
>The difference was that we had a cap of $1,000.00 for the
>highest placement with the most text, biggest graphic, etc.
>within each category. Beyond that it was good ole banner
ads
>for those who wanted more reach. It was solid but ate our
>budget quickly with the growth so we had to close it.
>

Is it just me, or does anyone else see a pattern here? The
web is steeped in a culture of "access for free". My guess
is that, as cool as the theory might seem, it has a serious
positioning issue on its hands:

Specifically, the minute that the major engines start
charging for their services, an army of start--ups will get
financed to promote their "all free" models. The
pay-to-play models will be on the run -- unless they do some
serious brand positioning right now.

Unless the end users believe they are getting something
different for their money, I suspect that more users will
find themselves at the end of Mark's first paragraph.


Rob Frankel

"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." (sm) -- Rob Frankel, columnist, consultant,
author
Big Time Branding (SM) http://www.robfrankel.com
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Received on Thu May 06 1999 - 16:45:38 CDT