Re: UKNM: FMCG marketing on the web and how to do it (was money / drain)

[Duncan Clubb]

I, too, like this idea, and have tried to propose it to various marketing type

clients, again without any success.  My conclusion was that the only type of

people who would be attracted by the idea of short-term *promotional* sites were

perhaps those involved in PR or DM, not strategic brand marketing.  I can't think

of any examples of this being tried so far, and I can't wait until someone

releases a site that has a very short shelf-life built in.  I think that the main

barrier (apart from the idea being far too visionary for normal mortals to

understand, he said modestly) will be the task of integrating it with the other

media activities that would be necessary for a short-term site to achieve its

objectives in the alloted period - this will require quite a leap of faith for the

first few who try it.

er.... that's it



duncan


Edd Dumbill wrote:


> On Thu, Sep 02, 1999 at 08:26:43AM +0100, Ray Taylor wrote:

> > But the other thing I think clients should be prepared to do (I have argued

> > this point with several, and so far without success) is to create sites, or

> > micro-sites for specific, short-lived brand campaigns, and fronted either by

> > banners or other brand presense on content sites. These would need to be

> > used together with banners and/or other kinds of content site sponsorship.

>

> What sort of objections were raised?

>

> I think this is an interesting idea.  As you imply from the rest of your

> message, you don't intend the focus of this mechanism to be traffic

> traffic traffic, so I take it that the objective is to deliver a short

> sharp one-off message (as return visits are highly unlikely).  Are there

> any examples of this method?  How do you see this as an advantage over

> delivering the message through creatives actually on a page of a content

> site?

>

> --

> Edd


--

Duncan Clubb


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