Traditional media are all limited by space, time, or both. As a consequence,
there are limits on how much content can be delivered in an advertising message.
Traditional ad agencies have adapted to these limitations extremely well. They have found
that there is sufficient space and time to appeal to emotions and to stimulate an
emotional response. Ad campaigns are designed that do just that.
The Internet is the first communications medium that is unlimited by space or
time: the message is available seven days a week, 24 hours a day; and there is endless
ability to supply information. We now have the opportunity to appeal to the buyers'
intelligence, in addition to appealing to their emotions. I believe that this fact is lost
on many marketers when dealing with the Internet. That's why they are so infatuated with
glitz and push -- those are familiar and comfortable tools in the old media.
Another profound capability the new medium of the Internet brings to us is interaction.
This is simple on the surface, but has far-reaching implications. For instance, it is now
possible to build vast online communities that match your target market -- and to position
yourself right at the center of those communities.