Re: UKNM: boo.com - more invective

[Tomski]

> >Completely, utterly wrong. Cardinal rule of marketing, Ray, as you should

> >know, is that if you undersell and over deliver your customers are

> >surprised, happy

>

>Thanks for the tip. From now on I will tell sales prospects that if they

>trust us with their online advertising budgets we will try to do a

>reasonable job.


depending on the definition of 'reasonable job', of course.


Personally, i wouldn't call ray's doubtless highly efficient placement of 

banners that a tiny percentage of users click , whereupon a tiny percentage 

of that tiny percentage actually buy a product / recall a brand a 

'reasonable job'.


overselling and underdelivering writ large, IMO.


But, then, as an Harvard MBA (now running a sandwich shop) pointed out to 

me 3 years back :

"What really matters in business, Tom? Clients. Clients. Clients.  The 

stupider the better. "


Then again, ray clearly enjoys his little one-click banner-strewn 

cul-de-sac, and let's give him credit for being the best in the business at 

providing a subsidiary service  - one that will doubtless evolve almost out 

of recognition once hard-headed numbers people start crawling all over 

e--businesses asking awkward questions about the real-life, bottom line, 

snake-oil free ROI of traditional banner campaigns 


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