Re: [uk-netmarketing] Journo looking for rentaquotes, or even serious comment

[s krumholz]

steve,


making a sweeping statement saying " 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. " really isn't 

totally correct. 


many dot-com's if you will rely on BOTH traditional & interactive media to

get their messages

across. how they do it or the mix they rely upon depends upon the market

they target and their 

budgets. 


tv & radio can be an effective vehicle due to broad reach. 


take about.com as an example. they did not use TV except to launch their

new name. the 

rest of their marketing budget went 

to radio, out of home (subway placards & telephone booths) and online buys.

within that

time they managed to pull up their ratings on media metrix, grow their

traffic and are now 

one of the top sites. so much so, that they just merged with primedia. 


>Does web advertising really not work as well as traditional media campaigns? 


don't sound the death knell on online advertising yet. it's a new medium

and is rapidly 

changing as we marketers learn from past experiences & how to harness the

medium 

more effectively. 


my only opinion is that web advertising does not work for broad reaching

campaigns. 

as i've been saying for a while now the interactive medium is great for

targeted audiences, 

direct response & relationshipmarketing. i don't think you can build a

brand by solely relying 

upon the web anymore. 


if you want to contact me off list, i can provide you with a set of links

to some marketing sites 

based here in the US for your research. 


sally