In this week's Adweek (subscription required...although the article could appear on their site for free), there's an article about Web companies - like AOL - redeploying their adspend to a more web-heavy mix.
To this I say BRAVO and "I told you so." I wrote about the need for AOL to move from a CBS to a CRM strategy, and it seems like they're doing just that.
It's both strategically and tactically sound whichever way you look it. Strategically: what kind of message does it send out if you're going TV heavy on a Web-centric product? Especially with a media company, it screams disconnect. Tactically: the shortest distance between exposure and action is the click of a mouse, so from an ROI standpoint, there is less inertia and thus more propensity to act in an online state of mind.
During the dot com boom, you just had a bunch of greedy ego-driven little f***ers who wanted their 30-seconds of fame, especially on the Stupid Bowl. Today, the game is different and there are smart and savvy marketers making common sensical decisions (finally)
Bad news: there are still too many companies that go TV-heavy with Web-centric products and services: Apple, HP, Napster etc. etc. etc. - get with the program(ming) dudes.
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