re: Interesting navigational metaphors? re: Interesting navigational metaphors?> Advertising in its traditional guise is made far less effective if the
> consumer controls the experience. This is one of the strongest reasons why
> the Internet is a very poor advertising medium.
The Internet is a very poor advertising medium if you do advertising in
the 'normal' way ie put out a message and wait for people to look at
it. The Internet could perhaps be a highly effective medium if we think
of advertising in the 'information providing' category.
Advertisers already know that to be effective they have to pitch the right
message for their selected audience. In most current methods your selected
audience is only a part of the population of people who will actually see
your message. The more tightly focussed is the group who sees the
message, the higher the relative success rate will be.
This is where the potential benefits of the Internet come into it. On
the Net there are numerous special interest groups (of which this is
one) who would be interested in receiving information of a certain nature.
Some of this information would normally be called advertising.
Perhaps this is the sort of thing Rob is getting at when he says
>
> Until we completely understood how to leverage the medium to maximum effect,
> this was a very effective method of informing the public of the value of a
> product.
>
The trick is to consider how to exploit the advantage of the Internet
in its own terms, and not to be constrained by what we did before it
came along.
Nick Gassman
nick@netwiz.demon.co.uk
Interactive Multimedia across The Internet is here... - ask me