Everything You Know About Marketing on the Web Is Wrong! Many Internet experts are wrongly encouraging companies to treat the Internet as a broadcast medium. For example, running “ads” to get “viewers”; interruptive marketing The Internet is a direct medium, not a broadcast medium. Two reasons for failures of companies who treat the Internet as TV: 1) Show business is brutal 2)Expanding number of “channels” provides users with more options, diluting a company’s website viewership.

Many Internet experts are wrongly encouraging companies to treat the Internet as a broadcast medium.

For example, running “ads” to get “viewers”; interruptive marketing

The Internet is a direct medium, not a broadcast medium.

Two reasons for failures of companies who treat the Internet as TV:

1) Show business is brutal

2)Expanding number of “channels” provides users with more options, diluting a company’s website viewership.

Vested Interests in Internet as Broadcast Medium Ad agencies Looking buy ad space. Divisions modeled exactly like TV model, interuption techniques. Technology providers Need constant “sizzle” to drive the adoption of new technologies. Content providers Creatives (eg. writers, artists, etc.) creatives who focus on generating content because the technology of the Web can support it, not because it should. Early adopters Consumers who are looking for the latest, greatest technology.

Ad agencies

Looking buy ad space. Divisions modeled exactly like TV model, interuption techniques.

Technology providers

Need constant “sizzle” to drive the adoption of new technologies.

Content providers

Creatives (eg. writers, artists, etc.) creatives who focus on generating content because the technology of the Web can support it, not because it should.

Early adopters

Consumers who are looking for the latest, greatest technology.

Most Popular Myths About Marketing on the Web Traffic (Hits!) is the best way to measure a website. If you build great content, people will return over and over. You can sell stuff on the Web if you invest enough in a secure server. The search engines are the key to traffic to your site. You need Java and Shockwave to be at the cutting edge. The Web is like TV. Lots of people surf the Web. If you don’t experiment now, you’ll lose later. Your site should be a complete online experience. Anonymity is good for the Net. You can make money selling banners. Activity is good.

Traffic (Hits!) is the best way to measure a website.

If you build great content, people will return over and over.

You can sell stuff on the Web if you invest enough in a secure server.

The search engines are the key to traffic to your site.

You need Java and Shockwave to be at the cutting edge.

The Web is like TV.

Lots of people surf the Web.

If you don’t experiment now, you’ll lose later.

Your site should be a complete online experience.

Anonymity is good for the Net.

You can make money selling banners.

Activity is good.