Re: UKNM: money / drain

[Ray Taylor]

From: Elizabeth Van Couvering <

evcorganic [dot] com

>


>If you think (and I agree) that FMCG sites are usually wastes of time, the

>question to ask yourself, for the benefit of your client, is what SHOULD

>they be doing?  What online strategy will drive their business?


I agree with Elizabeth wholeheartedly on this point.


The FMCG sector has yet to make its big break into the medium and there are

clearly some advantages to finding the right way to do it. I think a good

start would be to see what FMCG does well with other media and ask the

question "would it work as well or even better online?"


Brand building is one example of what FMCG could do well on the web. But

how? And what else?


Given that the big benefit from using the web is its interactivity, how can

that interactivity be used to achieve the brand's business goals?


The real solution will come from thinking ahead of the competion, not behind

it.


Too much time and money is spent in this business on creating me-too! web

sites and developing me-too! "strategy."


Oh for some originality and creativity!


Ray Taylor

eyeconomy - leading online advertising in the UK

+44 208 249 6313

: )


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