During the past two decades, the Web has grown from an interesting academic oddity to one of the most powerful platforms for commerce in any era. Through it all, marketers have been playing with the design of the basic website to come up with the ultimate digital sales tool.
As Tom Goosmann, chief creative officer of New York-based agency True North Inc., said in his luncheon keynote address at this year’s DM Days New York Conference & Expo, two years ago some marketers didn’t know a “MyFace” from a “Spacebook.” Now, more marketers are busy Twittering away while they digg, del.ici.ous and reddit press releases, articles and blogs to add to their companies’ e-mail marketing and e-commerce efforts. And as the online environment continues to shift shape, the e-mail channel is expected to evolve to better serve consumers’ and business professionals’ interaction preferences. With inbox advertising avoidance on the rise, experts predict that
Rich desktop applications, or RDAs, have been around for years, but only recently have the obstacles to their adoption been addressed, noted Tom Goosmann, chief creative officer of New York City interactive marketing agency True North Inc., during his luncheon keynote address, “Magic on Your Desktop,” during the DM Days New York Conference & Expo held two weeks ago. First, RDAs are bits of code that get downloaded by people and then run on their desktops. Their main benefit to both the end user and the marketer, he explained, is that they support active, two-way communication but do not require an Internet connection to
By Brian Howard Internet advertising works. No, really. Yes, it's taken a few years to actually figure out how to make it work. Not surprisingly, the build-it-and-the-money-will-come model worked about as well for advertisers as it did for dot-coms. But when done with an eye toward return on investment and with a specific goal in mind, advertising on the Internet is not the money pit it's been painted as in the post-bubble world. There are many questions to ask before you undertake an online campaign. Will you employ an in-page unit, a pop-up or a pop-under? What sites, or publishers,