Re: UKNM: " lack of faith in the Internet as a brand-buildin

[RHS Linux User]

     Andreas,

     

     I'd like to pick up on point three here. I think that approach to DTV 

     will fundamentally fall over for two reasons:

     

     1. Web pages are designed for consumption off a screen fourteen inches away

from the end user as opposed to fourteen feet away with a TV. The level of 

complexity in interactivity will have to be greatly reduced, and screen design 

will change to accomodate this.


     2. In a medium which has passive reception of information at its core, 

interactivety will need to be kept simple and direct. This will permeate not 

only through design, but in the offers themselves. 


     Kevin Mason

______________________________ Reply Separator _________________________________

Subject: UKNM: " lack of faith in the Internet as a brand-building to

Author:

uk-netmarketingchinwag [dot] com

 at Internet

Date:    19/03/98 19:22



I would like to hear any comments to the article in last issue 

of Campaign (p. 18) about the American web market "Cutbacks 

force a Web rethink". I don't want to discuss about negative trends and 

shake out. We did this already on the list.

     

But rather that the article starts with

     

" ... lack of faith in the Internet as a brand-building tool ... " 

     

I'd like to play the devil's advocate - how would you react to these points 

of 

view ..based on some of the people I'm currently dealing with ;-) 

     

     

1) Will the web form part of integrated communications for a FMCG brand, 

but one that is really unimportant because it does not reach its most 

interesting target groups? They watch television.   

     

2) We need standardisation, but doesn't this block out innovation? Banners may 

be easy to sell and clients understand them but the model is too close to  print 

advertising, where awareness rates are coming under increased scrutiny. 

(E.g. GM is declining its print ad spending because it is not efficient  enough ) 

Where are the new advertising models on the web? 

     

3) Should a brand owner wait until interactive TV kicks off. Then he can  easily 


integrate the web in his interactive TV advertising campaign. 

          

What are the real strengths for branding on the Internet today? 

          

Andreas Walde

Axcess Media 

0171 384 3565