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ECT News Community   »   E-Commerce Times Talkback   »   Re: I-Marketing Interview: Carat Interactive - Part 1



Re: I-Marketing Interview: Carat Interactive - Part 1
Posted by: Mark W. Vigoroso 2002-02-17 23:02:53
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Founded in August 2000, Carat Interactive specializes in digital messaging programs that
are integrated both offline and online across all interactive mediums. The company's
clients include Adobe Systems, Bank of America and Palm. Carat Interactive vice president
and media director Mark Stephens recently spoke with the E-Commerce Times about the
untapped potential of interactive advertising and the future of integrated marketing.


Re: I-Marketing Interview: Carat Interactive - Part 1
Posted by: Johann Sebastian S. 2002-02-17 23:22:26 In reply to: Mark W. Vigoroso
The biggest challenge in marketing on the Web is getting surfers' attention, which has been minuscule ever since Internet marketers betrayed them with misleading banner messages, annoying pop ads, and dubious offers.
Therefore, there is no way you can develop good branding by displaying large, even Flash-based ads. You might get attention early on (remember those that suddenly appear in the middle of Web pages?), but over time they all become background noise. Worse, interactive, Flash-heavy, rich media ads aren't practical, considering the limitation of bandwidth -- very slow Internet connection of most users (even in America).
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How will the pandemic influence your holiday shopping habits this year?
I will shop online exclusively, for my own safety and to help limit the spread of the coronavirus.
I will do some shopping online, and some in-person because I want to support merchants in my area.
I will shop online definitely, and I will consider local retailers -- but only if they provide curbside service.
I will only shop in-person because the risks associated with e-commerce outweigh my chance of catching COVID-19.
I will not do any holiday shopping this year due to circumstances related to the pandemic.