Re: UKNM: Advertising A Website?

[Casper M�ller]

This subject is turning into a very long, and extremely interesting,

discussion. Just to summarize, some of the keypoints have been:


1. Been there, done that, bought the t-shisrt, read the book, seen the

movie...

It is probably painfully clear by now that Topjobs are not breaking into

uncharted territory. This kind of advertising and promotion has been done

before in several countries.


2. There are quite a lot of interesting options for attracting people to

your Web site!

The discussion has shown the need to integrate external marketing efforts.

However, I am not quite sure about Carlo's notion to brief different ad

agencies at the same time. My personal experience is that if you try this

they will automatically try to move into each other's area of expertise in

order to become sole account holders. This kind of competition is not

healthy for the client or the agencies since most would loose track of the

all important goals for companies going on the Web:

- Sell more to existing customers (up- and cross-selling).

- Obtain new customers AND keep them

- Build/maintain/improve your corporate image

- Reduce internal, administrative costs

- Improving efficiency and effectiveness of customer service

- Building/improving brand awareness and attitude

- Create integrated external communications efforts


Many of the things described above have been termed Relationship Marketing,

Virtual Corporation, Mass Customization etc., but the primary goals of

Internet/Web adoption are still the aspects mentioned.


The most interesting thing to note, though (and I know I'll get slammed for

this), is that most companies fail to integrate their internal AND external

marketing efforts. Unbelievably, a Web site is still often being viewed as a

"cute" add-on controlled by a specific department (e.g. IT or marketing).

Most managers fail to realise that in doing so they will fail in numerous

areas:

- They will not achieve the internal enthusiasm and support needed in order

to run a Web site on a daily basis

- If external marketing efforts are not integrated it will create customers

who are doubtful about a given company's ability to deliver a certain

product or service (this is where corp. ID & image become very interesting

in relation to the Web)

- The Web is the most interactive single medium known to man/woman today. By

anchoring a project in one specific department you might loose access to

information which you do not deem valuable. However, your customers might

not agree with you ... ;-)


If you want to succesfully incorporate Web marketing into your existing

efforts it is extremely important to have a basic understanding of:

- the medium and its characteristics

- your customers

- your overall strategy

- the relationship between different media


I might be stepping on several feet when saying that most UK companies (and

their agencies - interactive and traditional) have failed to understand

this. Based on my own experience, I have just received too many absolutely

ridiculous recommendations based on general trends instead of a profound

understanding of our business. Most of the agencies with whom I have talked

have had some brilliant creative ideas, but have not been able to understand

why such a project would not work in a given industry.


I have several ideas for how to plan the entire process from both a customer

and agency point-of-view. Please let me know if you would like me to

elaborate on any of the aspects mentioned above or if you would like to go

into a strategic discussion (either in this public forum or in private).


Casper


Casper Moller

Global Marketing Manager, Internet

Time Manager International A/S


Addresses:


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Private:

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P.S. If anybody needs a chief Web strategist, I am available. My employer

has been informed of my desire to leave and there are no hard feelings.

However, I want to go out on a high note by finishing the project I have

started and therefore I will not be available for at least 4 weeks after I

get an offer of a new job.


If you would like to know more about me and the skills which I possess,

please feel free to contact me privately at the address shown above or send

an e-mail to

camollribm [dot] net

.