July 25, 2006 at 14:12Portals, or branding of existing services?
If your target audience is young people hanging out on the Web, and you also have eyes to see, ears to hear, and fingers to surf, then you have long understood that you spend millions on 30 ”TV commercials and attachments promoters are humiliatingly stupid. And also everyone has long known that what for nobody needs to send covers in envelopes to win a T-shirt with a logo (this is not entirely true, but the acceleration is in this direction).
It is clear as God's day that for web youth you need to create a brand experience on the Web. Positive experience with the brand. Interactive and all other smart words, not without meaning. "People on the net want to have a fan," speaking their language. So you need to make him a real, not fake fan, and he will not get anywhere from you.
It should be noted that this applies not only to the youth audience, but young animals are the best example.
Here, say, the company decided to forget about candy wrappers, covers and thirty-second waste of money and create an experience in communicating with the brand. In our case, on the Internet. What does this company do in the first place? She makes an entertainment portal. So what? But nothing. Why? And here is why.
The most detailed version of the site of a drink consists hypothetically of:
- Flash games;
- Blog;
- dating site;
- network game;
- Opportunities to download content (music, pictures, films, ringtones, etc.);
- Opportunities to send a postcard or joke to a friend (hehe);
- Bindings to some SMS mechanics, such as participate in an SMS battle, see the results online.
And, of course, ratings and voting on all these points.
Suppose we created a wonderful site, just wonderful, worked out at the level of execution is very worthy. Why does it get crap and people don’t go for it in the amount we need?
Because, firstly, and this is the main thing - for each of the above items, our new, uncouth portal has competitors. Charismatic and the best in their field. Well, who needs a blog from D beer, for example, if there is LJ and Darty. I am silent about dating sites - there is a whole mafia. Network games are the same. Download ringtones and MP3 - yes this is a whole business and fierce competition! There are excellent postcard sites for every taste, and SMS mechanics destroyed some of the TV channels, because apart from them you can’t see anything else.
Secondly, the entire advertising network pseudo-amusement will look intrusive and categorical, not offering a choice.
And where are you, you ask, bored with your portal? Is it not better to brand and customize each of the above services, organizing profitable money alliances with specialists - each in their field?
This is a question, there are no answers. Let’s see how brands will enter into the network life of Runet in the coming years, but still I would like to make one, only one conclusion: those who find the mind and the courage to do this unobtrusively, ad-free and organically will look down on the idiots spending millions on promotions.
PS Companies that behaved improperly and made stupid portals, of course, are not mentioned for political correction purposes. Beer T, for example, with its community. Therefore, there are no links in the column.
It is clear as God's day that for web youth you need to create a brand experience on the Web. Positive experience with the brand. Interactive and all other smart words, not without meaning. "People on the net want to have a fan," speaking their language. So you need to make him a real, not fake fan, and he will not get anywhere from you.
It should be noted that this applies not only to the youth audience, but young animals are the best example.
Here, say, the company decided to forget about candy wrappers, covers and thirty-second waste of money and create an experience in communicating with the brand. In our case, on the Internet. What does this company do in the first place? She makes an entertainment portal. So what? But nothing. Why? And here is why.
The most detailed version of the site of a drink consists hypothetically of:
- Flash games;
- Blog;
- dating site;
- network game;
- Opportunities to download content (music, pictures, films, ringtones, etc.);
- Opportunities to send a postcard or joke to a friend (hehe);
- Bindings to some SMS mechanics, such as participate in an SMS battle, see the results online.
And, of course, ratings and voting on all these points.
Suppose we created a wonderful site, just wonderful, worked out at the level of execution is very worthy. Why does it get crap and people don’t go for it in the amount we need?
Because, firstly, and this is the main thing - for each of the above items, our new, uncouth portal has competitors. Charismatic and the best in their field. Well, who needs a blog from D beer, for example, if there is LJ and Darty. I am silent about dating sites - there is a whole mafia. Network games are the same. Download ringtones and MP3 - yes this is a whole business and fierce competition! There are excellent postcard sites for every taste, and SMS mechanics destroyed some of the TV channels, because apart from them you can’t see anything else.
Secondly, the entire advertising network pseudo-amusement will look intrusive and categorical, not offering a choice.
And where are you, you ask, bored with your portal? Is it not better to brand and customize each of the above services, organizing profitable money alliances with specialists - each in their field?
This is a question, there are no answers. Let’s see how brands will enter into the network life of Runet in the coming years, but still I would like to make one, only one conclusion: those who find the mind and the courage to do this unobtrusively, ad-free and organically will look down on the idiots spending millions on promotions.
PS Companies that behaved improperly and made stupid portals, of course, are not mentioned for political correction purposes. Beer T, for example, with its community. Therefore, there are no links in the column.