Top » Advertising & Marketing, Traditional

Even WebSites Need Awareness

Bob Garfield of Advertising Age makes a very obvious but critical point in his piece on Drugstore.com, a new virtual pharmacy. The website needs just as much awareness as a retail organization. Perhaps even more, since the Web is becoming so crowded so fast. Of course, it helps to have a URL that shouts your product. Garfield writes, "It is left to the old media to direct our attention to the new ones." And that is where many marketers are growing a blind spot. It is critical to remain grounded in the street. It is so easy to get caught up in virtual reality and forget that the average man on the street needs to know exactly how and where to go on the Web to find your product. Agencies are experts as such hand holding.

Tue, 16 Nov 1999 13:35:03 -0800