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

[Sam Michel]

As you may have gathered this message wasn't from me, it originated from

Kevin Mason, sorry for any confusion.


>     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

> 

Toodle Pip


Sam

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