Re: [uk-netmarketing] Journo looking for rentaquotes

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Steve (speaking purely on my own behalf and from what I have seen and learnt

over the last seven years...)


no doubt you are going to have tons of replies to what is a very good

question and goes into the heart of what the business is all about - trying

to make some money.... Anyway, here's my thoughts..


Web advertising, online advertising, e-mail advertising, whatever you want

to call it, can and does work only if it is 


1. focused and targeted - you've got to create the advertisements and the

copy in the style appropriate to the target audience you are trying to

appeal to. Plus you need to make sure those online adverts appear on the

most relevant and appropriate sites and services. Too many online ad

campaign alas go for the "mass market" when in fact by carefully targeting

can appeal to more niche audiences that are more likely to click when called

upon! And might even buy the product and service on offer... Also, the sites

being advertised may not perform in terms of traffic they might have claimed

to get. 


2. tracked - you need to make sure that the sites and services you are

advertising on are able to track you advertising and produce stats that

actually mean something. So you need to have the right ad tracking tools in

place and actually understand the results that are produced so you can act

on them.


and 'er 3. thought out.  Advertising online is about the creative

combination of the above. it is about advertising in the right places, on

the right terms and conditions and being focused about what you seek as your

ROI. Is it about brand building or it is about actually making money? Or a

combination of the two. And finally is the product and service you are

advertising really something people do want. Too many offers are around that

people may not want or need, yet vast sums are spent in trying to establish

them with poor results.


regards


Leslie


-----Original Message-----

From:

SShipsideaol [dot] com

 [

SShipsideaol [dot] com (mailto:SShipsideaol [dot] com)

]

Sent: 31 January 2001 14:03

To: uk-netmarketing from chinwag

Subject: [uk-netmarketing] Journo looking for rentaquotes, or even

serious comment



Hi there, 


in addition to being a UKNM lurker I'm a hack currently writing a piece for 

Internet magazine on the trad media vs new media advertising debate.  I'm 

keen to canvas a few opinions (by phone or email) in return for which I'm 

offering precisely nothing other than the chance to have your say and enjoy 

the fleeting glory of seeing your name in print.  


The bottom line of the article goes as follows.....


"The Web has offered us lots of new and exciting ways to advertise – ways 

that allow site developers to target their customers in a way that simply 

can’t be done online. And yet it seems that most of the big dotcoms still 

rely on TV ad campaigns and poster ad campaigns to get their message across.


Does web advertising really not work as well as traditional media

campaigns?"


any comments anyone?


Steve Shipside