tag:blogger.com,1999:blog-2404559457551758575.post6069729254299432419..comments2024-03-28T02:13:03.296-07:00Comments on 60 Second Director: Why most advertising sucks. (Part 2)Brian Belefant, DGAhttp://www.blogger.com/profile/08323160939158939859noreply@blogger.comBlogger2125tag:blogger.com,1999:blog-2404559457551758575.post-23976027735259853672010-05-31T12:23:30.458-07:002010-05-31T12:23:30.458-07:00An excellent question.
The issue is one of proce...An excellent question. <br /><br />The issue is one of process. At what point in the marketing/sales process are customers interacting with your site? Or, to put it another way, are you using your site to build your brand, market to customers, sell to them, or to close? <br /><br />Most fans of the internet will tell you that their sites do all four, but that’s rarely true in practice. In general, advertising works well for branding and marketing, decently for selling, but pretty badly for closing. This has a lot to do with what advertising is, fundamentally, which is one-way mass communication. The internet is magnificent at selling, but fairly weak at closing and branding. Again, this has to do with what it is. The internet allows marketers to be more targeted, more flexible, and more accountable, but not any more personal.<br /><br />To be effective, sales generally requires one-on-one interaction (the higher the price, the more necessary the personal interaction) and even if a program could be written to create a realistic impression that a personal interaction is taking place, consumers continue to be leery of machines impersonating humans. <br /><br />This is why car dealers will never go away. It’s also why advertising will never go away.Brian Belefant, DGAhttps://www.blogger.com/profile/08323160939158939859noreply@blogger.comtag:blogger.com,1999:blog-2404559457551758575.post-19511731210651504152010-05-25T21:30:39.060-07:002010-05-25T21:30:39.060-07:00I think this is a great article, but how does this...I think this is a great article, but how does this work with people buying things online? How does a shopping cart page close a deal?draykin1https://www.blogger.com/profile/06842310473976358998noreply@blogger.com