Re: UKNM: online ad tolerance collapsing

[azeem azhar, list]

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

From: Ross Sleight <

Ross [dot] SleightBMPINTERACTION [dot] com

>

To:

'uk-netmarketingchinwag [dot] com

' <

uk-netmarketingchinwag [dot] com

>

Date: 09 November 1998 19:32

Subject: RE: UKNM: online ad tolerance collapsing


>(c) Sorry to harp on about relevance but I believe that just slapping

>ads online with a one size fits all targeting / creative strangles at birth

>any attempt to utilise the medium's potential.  I believe we need to enter

>into "value contracts" (damn - jargon alert) with consumers online - i.e. we

>can bring you relevant offers / services / content etc. in a promotional

>form if you tell us a little about yourself.  Highly targeted marketing

>works - less wastage, better quality responses, greater ROI.  If we use the

>net as a mass marketing medium (most ads online do treat the medium in the

>same way as TV) then we will see increasing consumer disapproval and apathy.

>We see this on TV now. (Caveat of caveat: Of course, this survey says

>nothing about increasing brand awareness, changing brand perceptions etc.


In fact, good targetting can reduce your per-clickthrough cost and hence

your customer acquisition cost. (at least in theory).


>which TV advertising can do and, I suppose by stretching the hypothetical

>model to online, if the net is used as a mass marketing medium, online can

>also achieve)

>

>Final random thought - on average we receive 2-3,000 commercial messages a

>day from all media (and if you are online, add another 100 to that for a

>couple of hours surfing). How many commercial messages do we actually act

>upon?  1 or 2 a week? And is acting upon a commercial message offline the

>equivalent of a clickthrough online?  And does this mean that lower

>clickthroughs actually provides better quality leads/sales?


not really . . . but at 25 quid per thousand, you've got to ask whether you

wouldn't be better marching a fleet of bikini-clad sandwich men (yes, I said


men) down oxford street with "XYZ Laser Printers cover everything. (Unlike th

ese sandwich boards)" emblazonned all over them (okay, i'm not a

copywriter).


a

********************

UKNM is sponsored by Excite UK, visit us at http://www.excite.co.uk.

Email Khalil Ibrahimi

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

 to advertise on Excite.

********************

Change your UKNM subscription use http://www.chinwag.com/uknm.html