Re: UKNM: money / drain

[Peter Beech]

Yet again we come to the 'old media' argument of reach


"azeem azhar, lists" wrote:


> if you look at rk/mm data in the US no "branded" FMCG websites appear in

> the top 100 sites by reach. (although banner campaigns by such goods can

> have significant reach if the spend is high).


Depth of communication, repeated positive brand experiences and the development of

a relationship with the brand can be achieved online, but that doesn't revolve

around reach.


> if you're developing an FMCG strategy, then avoid spending much on your

> site (espcially not shockwave games, my bete noir).


Games - developed by people who understand good gameplay, not the majority of the

crap that is churned-out - are an extremely effective way of achieving the

objectives set out above.


The point, surely, is to develop a coherent online mareting strategy, set

objectives and measure your results against those objectives. If your objectives

are reach-driven then building a brand web site is clearly not the correct thing

to do. But, it's not all about reach - not for brand communications.


--

Peter Beech

Managing Director

peterdeepend [dot] co [dot] uk

phone: (+44) 0171.247.2999

web: http://www.deepend.co.uk


Deepend's latest - http://www.designmuseum.org

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