The real aim of Net campaigns

I read with interest Jeremy Paul’s media comment on dot-com advertising, “Websites must act like brands to be successful” (MW last week).

He makes the point that most dot-com advertising is only geared to building awareness and not the brand.

But I feel Jeremy has rather missed the point.

Call me an old cynic, if you must, but a fair number of these dot-coms don’t actually have a brand proposition to promote – let alone any services to offer.

Many are only interested in building awareness of their name so that when the initial public offering (IPO) comes around people will have heard of them and will be willing to plough in investment – by which time the money will be in the bank and the founders will be in the Bahamas.

I’d like to think that I’m wrong, but sadly that dot-com bandwagon just keeps on rolling – for the moment.

Alan Morgan

Frodsham

Cheshire

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here