Online work is only worth an off-line plug if it’s good. If not, put
your efforts into your site, Mairi Clark says
‘Whatever you are doing online, it is infinitely more important to shout
about it off-line’ - Matthew Freud on the launch of Traffic Interactive.
Do you agree?
The phenomenology of ‘I’m online so I must be good’ is beginning to
fade. On that basis, the echo one achieves by shouting about it must
diminish in equal proportions. A year ago a commercial Web site would be
one of 10,000 www.somethingorother. com; now there are round 160,000.
Online marketing is a tough discipline. It is about setting clear
objectives, however grand or limited, and setting out to achieve them.
The key is to create something of value, to give the user a better way
of interfacing with your business or your message and, at the same time,
to recognise that the consumer is paying directly for this experience.
Marketing and advertising need to earn their place in this environment,
which is inhabited by the most communications-savvy sector of the
population. If you have something, shout: it’s easier to find something
online if it’s promoted off-line. If you waste people’s time and money,
stay quiet: no-one is going to thank you for directions to a dead end.
Rob Norman CIA Interactive Robcia@aol.com
In true equivocal style, yes and no. Yes it is important to make a lot
of noise about what you are doing. What’s the point of developing a
terrific Web site and then not telling anyone about it? All of us
involved in the Web should be doing our best to spread the news. But
‘no’, not if it takes you away from that development. There is nothing
more tiresome than reading in some magazine or paper about an
‘innovative and ground-breaking’ Web site, to find some utterly tedious,
cobbled-together affair that tells you nothing, does nothing and never
Ben Rooney Daily Telegraph Benry@telegraph.co.uk
Initially, I agree. But we must question the rationale for producing the
online promotion. Is the primary focus to behave as a PR vehicle? To be
an effective part of the client company’s integrated marketing and
promotions strategy, you need to be part of a learning process for
interactive communications (for example, a Web site) which promises in
the next decade to become possibly the dominant form of promotional
activity. Therefore, let us ask our clients what they wish to achieve
and put online activities into context.
Bill Faust IMPÿ20multimedia@dial.pipex. com
It is difficult to argue that off-line activity supporting your online
activity is always more important. The weight applied to off-line
activity in relation to online activity depends very much on your
marketing objectives, and the market within which you are working. Off-
line activity can be more important than the online activity it supports
when it is used as a means to position the brand(s) involved. In almost
all cases off-line activity should be regarded as an essential support
for online activity. However, in the case of sites focusing on
information provision or transactions with an existing online community,
it may be more prudent to focus rationed budgets into online traffic
generation than support to off-line activities.
James Tarin Chilcott le Fevre firstname.lastname@example.org
For as long as the UK reach of the Net remains low, the marketing value
of linked off-line communication is bound to be higher. (At present,
simply shoving your Web address on a TV commercial can add to brand
imagery.) Traffic’s proposition takes this logic a step further - by
understanding that it’s the power of your online content that determines
the power of your off-line story. pounds 1 to pounds 2 million worth of
PR coverage for Vladivar’s live Net gig with Supergrass is a case in
point. That’s why Traffic is in the business of creating and promoting
high-value event programming for the Web, not just ‘so what’ Web sites.
Jonathan Obermeister AMV BBDO email@example.com