Thinking's Internet Management Newsletter takes a look at issues that affect audiences and audience behaviour on the internet. 

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In this issue

1. New Economy Thinking
1.1 Weddings and Websites

2. Marketing
2.1 Dot Gone Doesn't Mean the Consumer

3. Email Marketing
3.1 Databases and Customers

4. Risk Management
4.1 Online Undercurrents

5. Squad News
5.1 Search Squad - Find Results
 
6. Destination-e Seminars/Hypotheticals
6.1 “I Want More…”
 

1. New Economy Thinking

1.1 Weddings and Websites
It’s hard to imagine how a time honoured tradition and “the next big thing” could come together. But it’s easier than you think.

Both have a major launch date, both have a requirement to be an ongoing, functioning entity and unfortunately both suffer significant failure rates.

The creation of a website isn't about the homepage, or the buttons or doing something new and fresh. If any of these issues is the primary concern for a company and its website, the result is a site more consumed with “showing off” than serving its audience.

Likewise, a wedding can be more about fantasy and “showing off” than the reality of launching a lifelong relationship. In recent years I have seen a number of my friends re-marry and in the process, shock me. The shock came from seeing weddings designed to serve their purpose as a couple’s public commitment to each other, rather than as a fantasy filled with unrealised expectations.

At Thinking, not a week goes by without at least one request to make a site “more special”. I’m sure wedding planners are presented with a similar situation.

The difference comes down to audience participation and client outcomes. In the case of weddings, the request should be from an “inside looking out” perspective and a website, “outside looking in”. With “first timers” of websites, it is usually the other way around. With websites, this seems rather strange, as it is the people “outside looking in” that make the difference. They are the ones with the cash, the orders and the desire to consume.

A growing number of the site reconstructions undertaken at Thinking are stimulated by a “second time round person”, who is looking for a functional site that will communicate with the audience and is purpose fit. They want a site that lasts long after the homepage has been unveiled. Not dissimilar to my re-marrying friends.

These sites are geared to the “outside looking in” audience - something we all need more of.

If your site is more like a first-time wedding than a long term relationship email newthinking@thinking.com.au.

In our next issue -

What to Serve up to a Friend - Casserole or Nouvelle Cuisine?

2. Marketing
 
2.1 Dot Gone Doesn't Mean the Consumer
Over the last 12 months many have risen and many have fallen. However, none of the fallen were on the demand side - the audience side. All were on the supply side - the dot coms, the online entrepreneurs, the get rich quickers.

As a marketer this means opportunity. Last year the marketplace grew by more than 40%. And while the supply side grew faster, and while many of the claims being made were damaging in the short term, the last months dried up the loss leader polls and saw many players leave the field.

For those that are left standing there is now a larger market, wanting more. More information, more product and most importantly more growth.

I'd suggest the key to future success is to view last year’s hyped environment as a crash test lab. Yes, lots of dummies hit the wall. As with cars, we don't deliberately drive into walls, but it’s nice to see what happens if the situation does arise. Test labs are an opportunity to push the boundaries without risking lives - without risking the well-being of your company.

So it’s back to basics and back to thinking about spend, yield and most importantly, customer service. We can thank God the web didn't replace real business. We now have the opportunity to get close to our customers, to listen to their needs, to respond to their requests and most importantly, to stimulate the market.

2001 is a year of more opportunity in a safer environment. Learn from the crash test dummies, don't become one.

To help you seize the opportunity, contact marketing@thinking.com.au.

3. Email Marketing

3.1 Databases and Customers
One-to-one marketing is such a powerful tool that to misalign it can prove catastrophic.

I don't know about you but I enjoy moving in groups. I have my own opinions but groups are good. I belong to clubs, participate in events and enjoy the “community” of like-minded people.

Being grouped is a safe place to be - it is safe for marketers and safe for consumers. The concept of “one-to-one” makes me feel a bit isolated, even lonely. Did I make the right decision or selection? I wonder what the others are doing?

Email marketing is all about supplying granular information oriented to a target. In the past 5 years I've always had my greatest successes when working with and/or in groups. While every customer is unique, his or her requirements may not be. How can you possibly serve each individual optimally - no company has enough staff to provide that level of service. However, if you select all the customers with the same requirements, and serve them simultaneously…

Leverage your database, slice and dice but keep the chunks large as data puree isn't part of the recipe.

Don’t underestimate the power of selective email marketing. Begin sorting out your email database now, contact emailmktg@thinking.com.au.

4. Risk Management
 
4.1 Online Undercurrents
It appears that many corporate online plans have slowed down. So while consumer and corporate consumption is increasing, the supply side is slowing down.

This loss of momentum, accidental or otherwise, may be the biggest risk to online success.

I was recently out sailing and went through a channel where the water was running faster than we were sailing. Even though we were steering the boat, the current was controlling our direction. The wind wasn't blowing hard enough to use it to our advantage so we used the motor to give us the extra force required to keep us on the path we wished to sail. The alternative was to go with the current where we would have crashed onto rocks and sunk. Online strategies aren’t too dissimilar.

It is not unfair to say that many corporate online strategies have more holes in them than a white flag on the Gaza Strip. But the market is moving on no matter where you are with your online development. Today your competitors aren't just restricted to the real world. Online marketers and services bridge and in some cases supersede, any real world physical barriers.

The greatest risks aren't always visible. Hidden currents can drive you straight onto the rocks. According to Forrester and Gartner, 2001 will see all online growth records broken. It will be a year where demand will grow and supply will rationalise.

Make sure your business is not at risk. Ensure that your company is steering the right course for the new economy; email risk@thinking.com.au.

5. Squad News
 
5.1 Search Squad - Find Results
Over 81% of internet users utilise search tools as the primary method for finding new sites. In Australia, search properties represent over 27.8% of total internet traffic.

6. Destination-e Seminars/Hypotheticals
 
6.1 “I Want More…”
The first of the 2001 destination-e seminar series, offering a unique approach to consumer focused internet needs.

“I Want More…” is the core attitude of all internet stakeholders. This single emotion fuelled the first internet wave but was focused on “more stock growth” rather than “more customer service”. In 2001 this emotion will drive a consumer shift. Consumers will not accept the status quo unless it is stimulating their desire for “I Want More..”.

YOUR CUSTOMERS SHOULDN’T HAVE TO ASK!

This particular destination-e seminar is a must for marketing and internet staff. If your customers are asking for more, they won’t be your customers much longer.

This informative and entertaining seminar will feature a panel of experts from various professional sectors including marketing, legal and business management. They will be discussing the “more” of what consumers want and how we should respond.

SEATS ARE LIMITED

Don’t miss out. BOOK NOW

Where and When:

“I Want More…”
Tuesday, 3rd April, 2001
The Westin IV Room, The Westin Melbourne on Regent Place, 205 Collins Street Melbourne.
4.00pm - 6.00pm (Refreshments to be served from 6.00pm onward)
This hypothetical is FREE to the Public. Register Now.

Registration: Laura Schenken
Tel: 03 9821 5055
Fax: 03 9821 5588
Email: info@destination-e.com
Destination-e is brought to you by Thinking Australia

For further information contact Thinking Australia. Thinking's mission is to help our clients establish, develop and maintain successful internet brands. We help them complete the transition from mere internet presence of their brand to the more important phase of internet - brand management which covers the management of their "voice", "experience" and "audience".

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Thinking Australia Pty Ltd
ABN 58 070 357 425
Level 1 406 Collins Street
Melbourne VIC 3000Australia
Tel: 61 3 9821 5055
Fax: 61 3 9821 5588
Email: info@thinking.com.au
Web: www.thinking.com.au