The Internet Sucks As A Branding Medium
That's Alan Pearlstein's position in a column in which he argues that, in spite of the rich media advances, it's not a good place for branding exercises.
"So where does online marketing fit? We know it's an awesome medium for direct response," he writes, adding that Google AdWords has replaced the Yellow Pages and lead generation has shifted from direct mail and telemarketing to ad network banners and email. But he says that while online is "decimating old media" in direct response, current online ad formats are nowhere near as effective as TV at making an emotional connection with an audience. "And if it's not as effective, why should brands move dollars away from TV?"
He cites a World Federation of Advertisers and Millward Brown survey that found that the majority of marketers predict they will spend more on social media, but only 23% think it is effective. "If they are right, and I think they are, then the increased spend won't last long. Ad dollars are a zero sum game, with only so much to go around, and TV still has lots of inventory to sell. Following the eyeballs is a weak argument for shifting significant budget online."