Re: UKNM: Advertising A Website?

[Casper M�ller]

TV advertising of Web sites is not exactly a new concept in Europe's smaller

countries where advertising costs are relatively much lower than in the UK.

In Scandinavia the first TV ads for Web sites showed up about a year ago,

but, as far as I know, there haven't been any recently in Denmark or Sweden

(I do not know about Norway).


I think a lot of people visited sites out of pure curiosity, but I do not

believe in the concept as a way to actually increase revenue. You might be

able to drive visitors to your site, but if you do not have anything to

entice your visitors to actually buy from you, the concept of TV advertising

seems almost suicidal. The first TV ad for a Web site in Denmark was for an

online computer shop, and it was screened four times a day. Five months

later the company had gone out of business.


In the case of Topjobs, TV advertising actually seems to be a rather good

idea. Topjobs relies on its sponsors/advertisers (the people who have

positions to be filled). The rates for advertising are likely determined by

the number of visitors, and an ever increasing number of visitors also makes

Topjobs a more "lucrative" prospect for potential advertisers/employers.

They are really in the process of creating a positive circle: more

advertisers - and thus improved content - will also mean more satisfied

visitors, which could probably lead to more advertisers.


The idea of TV advertising, in this case, seems quite obvious to me: almost

everybody who watches TV is a prospective employee or employer and the Web

site functions as a mediator between the two groups (and probably making a

bundle in the process). Topjobs have understood the very difficult task of

creating an integrated communications strategy across several media,

something I feel many companies in the new media world have forgotten all

about.


One of the keys to success on the Web is, and will always be, the

integration of external communications efforts. This requires an

understanding of your audience and adapting your message to be most

effective in a given medium. This also holds true for companies whose

primary business is offline: If your traditional advertising works, but your

Web site doesn't, the disparity will lead to unconvinced customers. If your

customers start doubting your abilities to thrive in the new business

conditions of the 1990s they might quickly consider taking their business

elsewhere.


The big question that remains is: how do you integrate your communications

efforts? In 1997, GISTICS produced a very interesting model for an Apple

Computer white paper which I would urge everybody to have a closer look at.

It is called "Media Asset Management", and quite clearly shows how you can

build an integrated communications strategy centred on the Web.


However, the big problem which most companies still need to solve remains

diminishing customer loyalty. I have quite a few good ideas about this (as

well as 2 years practice on the Web building customer relationships, and 18

months academic research). If anybody is interested in discussing this

aspect of Web marketing, please let me know.


Casper :-)


---------------------------------

Marketing Manager, Internet

Time Manager International A/S


Private tel. 0171 370 6031

---------------------------------


Glen Collins wrote:


> Was anyone else surprised to see 'topjobs' advertising their website on

> Channel 4 at the weekend?

>

> It's the first time that I have seen a TV advert dedicated purely to

> advertising a website, and I would really question the logic behind it.

> (Unless there is some link with Channel 4 and the site?)

>

> I do not know the actual figures involved, but my gut feeling is that

> they would have been much better off investing the money into a balanced

> online marketing campaign.

>

> What does anyone else think about this?

>

> Glen--

> =========================

> Glen Collins

> Online Marketing Director

> Foresight (Europe) Ltd

> Tel: +44(0)181-237 5580

> Fax: +44(0)181-741 8461

> Mob: 0468 068605

> http://www.foresight.co.uk

> ==========================