Marketing Trends from the Digital Frontlines?


The net and methods to market on the net proceed to evolve at warp pace – we see some constructive and detrimental modifications occurring – our observations du jour:

1. Publishers are lastly beginning to cost for branded content material. It is nonetheless troublesome to do, however we’re seeing many e-newsletter publishers charging from $30-100 per subscriber every year. And, most significantly, many individuals are lastly beginning to settle for the necessity to pay for high quality content material.

2.Opposite to common opinion, the net’s epicenter isn’t San Francisco, Tokyo, Washington D.C./northern VA, Seattle, London or Austin. There isn’t any epicenter … it is in every single place. We now have over 427M (Dataquest & Nua) individuals utilizing the net and its actually change into a world medium/advertising venue/data freeway.

3.Extra excellent news for e-commerce enabled enterprise fashions. Latest revealed stories (Boston Consulting Group & eShop) point out buyer acquisition prices have dropped from $45 per particular person buyer in Q-4 of 2000 to $18 in Q-1 in 2001.

4.Adobe continues to push PDF format as an internet commonplace. Over 32% of company websites in the present day have Acrobat PDF-enabling their websites. Why we’ll by no means know Warcraft (?), because it is not an HTML commonplace however was initially developed to facilitate printing of paperwork. And, it does not work effectively on many websites, particularly for these coming in with gradual connections or if you end up making an attempt to view greater than a few pages.

5.Shock, shock! Splash pages are nonetheless rising in recognition, with an estimated 18% of websites in the present day incorporating them. Let’s be clear: we expect they’re actually lame (to make use of a technical advertising time period). They decelerate the consumer expertise and trigger many individuals to click on away from a website online in annoyance with no bookmark and no return go to.

6.Choose-in e-mail continues to develop in recognition and to mirror the net’s capacity to deal with wealthy media content material. The HTML format is quickly turning into commonplace in lots of e-mail campaigns and we’re beginning to see streaming audio and video plug in elements (operating within the background) and even built-in voice mail, as simply introduced final month by YesMail. However, Marketing watch these conversion charges fall; opt-in e-mail is in peril of turning into this yr’s banner promoting.

7.Newsletters have change into mainstream methods to speak with clients, generate income by way of advert inserts and drive a model into {the marketplace}. Now there are ASP (software service supplier) options being dropped at market by Microsoft and lots of others than allow a small or massive firm to handle all features of e-newsletter advertising by way of a browser.

8.No secret the net is maturing. There’s been a media firestorm the previous couple of weeks about how solely 4 corporations (AOL, Microsoft, Yahoo and Napster) commanded roughly 50% of the general visitors on the net. Most annoying to these of us not with the aforementioned corporations (Sidebar: am positive Steve Case and Bob Pittman are very comfortable), Teenagers eleven corporations commanded this proportion a few yr in the past.

9.Conventional media is experiencing the identical market downturn that interactive advert businesses have been getting. Have a look at your latest Newsweek, Der Stern, Time, Enterprise 2.0, Upside, Quick Firm, or Wired and you may see they’d do Jenny Craig proud – they’ve misplaced a whole lot of advert weight.

10.Popups, popovers, popunders – regardless of the time period you need to use for these annoying interstitial forms of adverts are nonetheless persevering with to be deployed on increasingly more websites. We expect they’re simply unhealthy advertising and are being utilized by websites or corporations that may’t work out methods to generate income with content material (see #1) or, nghiệp web dare we are saying, actual companies!

Lee Traupel has 20 plus years of enterprise growth and advertising expertise – he’s the founding father of Intelective Communications, Inc., a results-driven advertising companies firm offering proprietary companies to purchasers encompassing startups to public corporations.


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