Interactive marketing “is sexy, and getting sexier.” This according to Harry Joiner, quoted in a MarketingVox article that makes for some interesting reading. I particularly like this bit regarding which traditional mindset tends to take better to the online world:

…direct mailers have an advantage in mentality: you pump in money and expect something in return, and if the return is worth it you pump in more. Brand marketers are more abstract. [Says Joiner:] “They’ll say, ‘Let’s have a website and make it look really cool,’ and they don’t realize that it’s going to take forever to load or it’s not friendly to search engines.”

Takeaway for marketers: Cool is cool, but cool don’t pay the bills. Balancing the cool with the utilitarian in a customer-centric and company-appropriate way is exactly what makes online marketing such a difficult specialty.

This entry was posted on Thursday, August 18th, 2005 at 12:01 am and is filed under Marketing Stuff, Marketing Takeaways.