Magazine article Marketing

Advances on the Net Could Boost One's Media Mix

Magazine article Marketing

Advances on the Net Could Boost One's Media Mix

Article excerpt

Even Luddites have to change their mind in the end and bow to the inevitable. This column is now brought to you courtesy of the Internet and America Online. This was not so much a conversion to the World Wide Web, more a case of force majeure. The bosses at Marketing simply said they were no longer prepared to accept the copy by fax and set a deadline for the transition to e-mail. Of such small decisions is technological progress made. Or as John Maynard Keynes said: "When the facts change, I change my mind. What Sir, do you do?"

The facts are about to change in ways which could turn out to be interesting.for marketers of all sizes. A number of technical Internet problems look as if they may be solved - in particular, the ability to shove full moving multimedia and sound down telephones lines using standard modems, complete with the ability to interrogate in real time. Following is likely to be the integration of full-colour graphics with e-mail. Once that happens the age of the electronic brochure and direct mail down the telephone line to standard PCs will have arrived.

These advances, together with the ability to offer interactive animation for educational purposes on the Internet, have been created by a group of Israelis at a company called Geo. The founders and most of the staff are escapees from the Israel Defence Forces, where they worked on such things as virtual battleground software. Next task - producing 'getting on with your neighbours' software and a virtual guide to the importance of Islamic holy places. …

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