August 13, 2002 Volume 2 Issue 10
Not so new, yet still very interesting
There is good news for Madison Avenue, advertising and the Web; they just may all get together!
In this year when television is already selling more space into 2003 than they've done in recent years, it could be the time is ripe for a mesh of Internet technologies and marketing. Wouldn't that be grand!
And, it could also be the time Direct Marketing takes another giant leap toward acceptance and respectability. Why? Because I'm sure you've noticed how the advertising boys and girls are keeping score on the web. It is not by impressions alone - it is by how many click-throughs, how much action really happens. Per-cents are being used only for comparison. What we in DM have been doing for decades. Isn't it nice to be on the side of the majority. We certainly are when it comes to web marketing.
Another prime reason more and more is coming together is more and more people are moving up with their technology. And not just at big business either. Smaller companies and consumers at home are also buying into speed of delivery.
If you live in one of the big 100 cities in the States or Canada, dial-up service is still an option - yet, it is not the way many are going. Been there - done that is the attitude. Let's get some speed in here is the direction. With the price coming down and down, it means the door is open to many more. And as I shared a few weeks back, the growth of buying into an extra fee for "fast" is following a pattern similar to pay television ... only much more rapidly.
So, all this bodes well for advertising. The billboard banner ads will be with us for a while longer - they have a place. Just as posters along our highways do. Pop-ups and pop-unders aren't disappearing either ... if anything there will be more of them (see my article of July 30).
What is going to change big time is the audio / video on your computer. Having spent nearly two years involved with broadcast over the web, I speak from a bit of experience; Internet radio has been and is today wonderful. It will only get better when the hook-up capabilities are as quick as the flip of a knob. Radio on the web is here to stay. Sound quality is going to improve. Rapidly. And the technology will make it easier to listen.
Television via the web is another animal. My TV experiences are limited, yet, it doesn't take much to know it isn't very good over your computer. When compared to the incredible quality of your television set. This is about to change. And the advertising industry is getting ready.
MSNBC.com has been taking a look at what's happening. Hey, this is to their benefit - they want to know what to expect. In the near future, as well as way out there. What they are finding is major consumer brand marketers are increasing their spend on the web. Because they are able to trace results. What a concept - measurement.
Consumers are being introduced to new, better advertising by new, better technology by the people who know sound and affects ... the movie industry. A few months ago when the film Spider-man came to the big screen, promotion came to your computer screen. Let me share a quote;
This from Andreas Combeuchen, Chief Creative Officer of Atmosphere, a BBDO division who created the movie promo for Cingular, a sponsor. He goes on;
I think he's on to something.
There was something similar in the Spider-man / Cingular ad and that from Best Buy, the electronics retailer; they each used a "character" to bring the message. For Cingular it was their asterisk-shaped mascot - for Best Buy it was a stick figure. You might say it was almost cartoonish. They certainly were fun spots.
Another thing I've noticed the advertising creative community saying is KISS works best. Keep It Simple, Stupid! This basic as a principle is something of a surprise coming from creative side of the street.
Mars M&M spokesman Scott Hudler said much the same. You may have participated in their recent campaign to pick the next M&M color. To gain as much response as possible Scott says;
They made it easy - and daily traffic almost tripled.
Another group with deep pockets to test things online is the automobile industry. They were one of the first to have their little cars zip around your screen as you're looking for specs on the vehicle of your choice, or a dealer where you could buy it. Today they're playing with each new technology - just to see where it might lead.
Enough. You get the idea. The economy seems to be on an every so slow and slight rebound. It will affect the advertising you see as your surf the net. EnJoy it. As it ain't going away. At least not anytime soon.
The morning I began to pull these words together CNN.com reported on business software that monitors corporate E-mail.
The short version is when you work in a large company it is a better than 50/50 chance your E-mail is being looked at. Yes, "big brother" 1984 style is looking over your shoulder. To make certain you're being a good girl - a good boy. Following the company directives.
Well, there is a way - maybe! - where we citizens of this E world might be able to keep a few things private. At least for a little while. It's when we use our fingerprints for day to day identification.
Let's back up a bit. To the 1970's. As it was about that time the privacy issue really began to make a mark. Personal computers where just coming out ... main-frames and mini's had been around for a long time. Credit cards were everywhere. 800#'s had been available for a while.
When you combine the ease of a toll-free telephone call with payment via a piece of plastic, and can quickly store that info in a computer ... you've got something. The database guru's of the era got excited. Truly excited ... just thinking of the possibilities.
We all know what happened; a few stepped over the common sense line. Some way, way over. You see, as Mark Twain said; "The most common thing about common sense is it isn't very common." And as the song says ... "There's trouble in River City". In fact, there was - and still is - trouble in just about every city.
It appears that no matter what the marketing industry has done, it's never been enough for those who'd like to make the world a perfect place ... with them in a leadership role. It seems nearly impossible to satisfy our various governments - their answer is another rule, regulation or even law. They seem to think we elect them to make law - and they're going to make one - period!
Still, none of this history really matters. What does matter is where we are today. And where we are today is there truly is no such thing has privacy. If anyone really feels they hold a secret - they don't. Why, your bank knows more about you than your mother. Your grocery store knows more about you than your mother! And the federal and state/provincial governments know everything else - and then some.
USAToday - the newspaper - includes hacker reports with such frequency I've lost count. Today - as I'm typing this - there are 3 such stories. What's amazing is the bad guys seem to be able to get into the good guys database. And although there is all sorts of law about this - the fact is the law does not keep a hacker away. Since it's lot easier than Jesse James holding up a stage coach or Al Capone robbing a bank, hacking is a way of life for a certain crowd.
To the rescue - technology. Well, maybe. A big maybe. Your fingerprint. Maybe your palm print ... or 2 or 3 prints from different fingers, off both hands. Some combination like this could be an answer. Why? Because every fingerprint is different from all other fingerprints. Yours are truly unique to you.
Fingerprint technology is being tested in grocery and drug stores in Washington State and in Texas in the USA. Similar programs are being tested in Europe, too. The idea is simple;
This appears somewhat close to a cashless society. And may be when the concept becomes a system available everywhere.
Yet, before the bugs are even known there is concern from those who think of the half empty glass vs. half full. The negative thinkers. The first thing I heard was this from Marc Rotenberg of the Electronic Privacy Information Center;
Well, I should hope not! Laws for what? We haven't begun to figure out how to use this idea - what in the world would you regulate?
On the other side are those who are actually trying the program. Paul Kapioski of Thriftway says people walk in the store and ask where to sign-up. He reports his competition from about the community comes in to watch the process in action. Paul says . . .
Customer Christopher Conrad will not talk to telemarketers - he gets himself on do not mail lists. Yet, he registered his print - and is using the system. He says this;
There are also consumer concerns. Jennie Helms says ...
And Jennie is right. We can do a lot of "what ifs" with this one ... especially in this time of international business. And international terrorism.
As this unfolds and develops and grows let's all keep watch. This fingerprint concept could be a good one! Or maybe not.
Ray is Really! Back Full Time . . .
I'm back on the speaking circuit - full time! Big time. So, now is a good time to tell you about my special BONUS:
For details E-mail @ Ray@RayJutkins.com, fax +1+928+244-6148, or phone me at 1+928+785-9400. Oh, and there is no fine print!
In the between time you may find a visit to my speaking web pages worthy of a few minutes of your time. Surf to http://www.powerdirectmarketing.com/ and take a look around. Then let me hear from you. Let's work a deal!
Ray is riding his Harley 15,000 miles in 46 days - around the outer edge of the 48 USA States, into Canada - and back. With some back & forth mixed in.
Above, Ray stands at the start ... San Ysirdo, California - in sight of the Mexican border. At the left, he's in Blaine, Washington, and ready to turn right for the long ride across the top of the country.
For the full report of the first leg "Click Here".