I have been "lurking" on this digest for a couple of weeks now. I wanted to
comment on what seems to be the matter of real question and speculation;
the value of visits/hits.
As much as times are changing, down-sizing, and general profit-erosion, we
are faced with conquering this new medium; fast, economically and with
precision. Our existing clients are relying on us to guide them through
this labyrinth unscathed and with total authority and reliability. No
experimenting allowed, obviously. New and potential clients are being
"romanced" based on our "web" credentials. Shouldn't clients be interested
in our abilities to solve marketing problems regardless of the medium. I
realize that we are gravitating towards specialty-driven pigeon-holing,
which can be a good thing. I don't think that medium-expertise should be a
speciality as a marketing criteria.
The medium is not the message.
This is what presents the challenge.
Unless there is a specific "call to action" employed at a web site, one
that perhaps generates immediate commerce and effectiveness measurement
with accuracy, how do we substantiate the dollars spent versus the benefit
returned? I find that this is not a challenge limited to this particular
medium. Isn't that the position we are in for ALL mediums these days. It's
not just about throwing money at media anymore is it? Clients are wanting
accountability, measurable accountability. Clients are wanting "emotional
real estate" within the intellects of their target audience.
I think the real solution is to think of the web as yet another opportunity
for individualized, on-on-one communication. One of the most intimate
marketing opportunities that has been presented since the Fuller Brush Man.
There are some very innovative things happening on the web. However, one
might compare what is happening now to five years in the future, and liken
that comparison to "horse-drawn carriage vs. formula-one race car."
We haven't seen anything...yet!
Looking forward to comments,
Tris Coffin
Creative Director
FLUX Creative Group
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