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Fragments of a new marketing
A new
marketing
for a new
media
models
Virtual companies revolutionize the cost structure and Internet businesses start concentrating around three revenue models: subscription, advertising and transactions.
of Mind
Mindstates on the Web explain the various states of
mind that the Internaut (the person connected) takes. Internet
marketing needs to be adapted to this behaviour.
categories
What logic is driving the creation of Web sites? And what does that make them look like? 5 categories are emerging.
Creating trafic is creating notority and building mindshare. Altavista & Yahoo are among the strongest brands in Cyberspace. Built in three years!
Fragments...
The advertising model is based on trafic - loads of trafic - find a way to create a Gateway and you will be able to finance your Web site with advertising banners.
The transaction model is waiting for confidence in electronic payments. It is the dream of most marketers... Sell your products to a worldwide market and do all communication from a PC... Apart from the cost of secured servers and the commissions of electronic payment intermediaries, there are a number of other barriers to entry, like logistics, multicultural knowledge and cyberlaw...
Behaviour on the Internet is measureable but extremely difficult to understand,
even with the most expensive measurement software. Based on the knowledge of Internet
content, and structure it is possible, however, to construct three archetypes
of Internet "personnalities" or mindstates:
The Surfer is the one everybody is talking about. He/she wants information
and entertainment for free, is faithful to nobody and leaves you behind at the
first interesting hypertext link..
The opposite of the surfer also exists. It is the Faithful who comes back
to the same sites again and again. He is characterised by having your URL within
his bookmarks. If your site is often updated he will come back.
He needs to be severely disappointed to not come back.
The third mindstate is that of the Searcher, who is looking for a specific
piece of information. He does not react to advertising or irrelevant hypertext links.
He wants to find his piece, and blames the Search engine if he doesn't.
For each of these Mindstates corresponds a set of Marketing rules.
The Shopfront is the most boring and uninteresting category of
Web sites. Unfortunately it is also becoming the most common. There is
an impressive number of company brochures out there, and most of them
do not use the medium to give an extra the brochure does not have
in the printed version.
The Resources can be boring to look at as well, but at least it has
content - and a lot of it. Resources are often linked to databases, and
offer an access to structured information.
The Gateways are often an integral part of a different type of Web site.
They offer a complete list of Web sites dealing with a specific subject, and
often other complementary information on the same subject. If they are better
than Yahoo on their subject they have justified themselves.
Channels are like on the radio, they are constantly broadcasting information
on their Web site, and create a high return frequency. They master virtual
merchandising and can attract advertising.
OTC sites (over-the-counter) with direct commercialisation will soon
appear, but are few and far between today.
To conclude on Web site categories perhaps we should mention the Community
type which regroups all 5 categories and is created around - or together with -
an Information Subgroup.
At a time when brands are disappearing from the shelves of the Supermarket,
when the ultimate brand, Coca-Cola starts to make promotions on their products, the
pioneers of Cyberbranding are taking positions for the next century. The field is open
and those who understood this early on have created Netscape, Altavista, Yahoo.
How did they do this in a matter of a few years? They invested, they innovated, they
expanded, they participated in the Internet revolution instead of just watching it
pass by.