 Dear Colleague, It's becoming a channel in itself, it's disrupted all other channels and it has given consumers access to a plethora of information and options. Avenue A/Razorfish EVP of Marketing and Strategy, Darin Brown, coaches us on how to use the Internet to interact with online audiences that are smarter, more empowered, more complex, and more demanding than ever.   Searching for the Hispanic American  Hispanic Americans constitute a marketing paradox. Collect-
ively, they have a purchasing power of $686 billion. But their family household incomes lag behind the national average. Perhaps that’s why companies spend only $50 million marketing to Hispanics out of the $8 billion spent marketing annually in the United States. Targeting by Behavior When Internet advertising debuted on Hot Wired back in 1994, the promise of 1-to-1 marketing loomed large. The excitement over that first banner ad, its astounding 40% click-through rate and the promise of what was to come made most marketers want to jump right in. However, as with most human behavior, when faced with something new, advertisers reverted back to the familiar by applying old methods to the new medium.
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COOL SITES Ann Taylor 50th Anniversary Taj Hotels Colesterol.com MORE ON AVENUE A/RAZORFISH Strategic expertise for Terra.com's Hispanic audience aQuanitve makes Business Week Web 20 EVENTS shop.org Anaheim, CA October 5-7, 2004 Momentum Montreal, Quebec October 25-28, 2004 Macromedia MAX New Orleans, LA November 1-4, 2004 AD:TECH New York, NY November 8-9, 2004 SLANT ARCHIVES September, 2004 August, 2004 |
