<i>>I realize that we are gravitating towards specialty-driven pigeon-holing,</i>
<i>>which can be a good thing. I don't think that medium-expertise should be a</i>
<i>>speciality as a marketing criteria.</i>
<i>> The medium is not the message.</i>
I don't know if it's actually the case, but it seems to me that there are
marketers who consider themselves "internet marketing" experts, when the
medium really isn't the important thing at all.
Good Marketing is still Good Marketing, regardless of the medium. Sure -
there are things to take into consideration when designing your web site,
but those who disobey the Immutable Laws of Marketing *will not succeed*
<i>>Unless there is a specific "call to action" employed at a web site, one</i>
<i>>that perhaps generates immediate commerce and effectiveness measurement</i>
<i>>with accuracy, how do we substantiate the dollars spent versus the benefit</i>
<i>>returned? I find that this is not a challenge limited to this particular</i>
<i>>medium. Isn't that the position we are in for ALL mediums these days.</i>
The message is the important thing. And if you don't do it right, the web
site will be almost as useful (in bottom line terms) as a billboard on the
side of the road. Sure, alot of people will drive past everyday and look at
it, but where is the reason to buy? Where is the call to action? Where are
the measurable results? And most importantly... what is the reason for it
being there???
You're putting your name in front of your prospects, no argument there...
but without the other elements of good marketing, the site is useless.
So many sites seem to just "be there"... without any reason as to the
purpose. If you don't tell them, how do your prospects know what you want
them to do?
They don't, so they go somewhere else. And consequently, companies are
usually disappointed with the results of their internet investment.
"Good marketing" dictates that sites must have solid educational content,
give definate benefit for the prospect to "put their hand up", and at least
attempt to start some sort of individualized, on-on-one communication.
(My 0.02 worth...)
Murray Gray.
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