Sunday, November 7, 2010

online requires the same attention as offline media

I think this situation is getting better - but this proves the problem is not solved. Take a look at the hi-lighted part of this web page from UK telecomms provider, BT. Note that I saved this image after reading the page a couple of days ago.

For those of you that don't know: the football season started around three months ago. I do not know the reason for this, but as this kind of thing wouldn't happen on another media - imagine BT running an ad for a Christmas promotion at Easter.

So whey does it happen? Someone, somewhere in BT should - if nothing else - have a note in their diary for the beginning of August that says 'change this web page'. It's just plain sloppy. But here is my worst fear - this kind of thing happens because either [a] the marketers simply do not understand the Internet, or [b] the Internet is still a junior partner in the promotional mix, so it does not receive the same resources and attention to detail as other media. Both stink.

Here's another example, this one hi-lighted by the excellent Bowen Craggs website -ExxonMobil : Sleeping at the wheel.

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