Nick Denton: Web Marketing Is Bogus

Michael Learmonth | March 11, 2008 4:36 PM

Asked for his advice on improving Web marketing at a... web marketing conference put on by Ogilvy, Gawker Media overlord Nick Denton offered typically deflating advice: Don't bother trying to think about how to market in the Web -- because what works in the real world works online too.

Said Denton: "Maybe the things that do work do so because they are new and the key to what works on the Web is a beautiful ad that people want to talk about and write about."

Since the topic was online marketing, and Facebook's Owen Van Natta was on the panel, Beacon came up. Federated Media's John Battelle argued that the problem with Beacon was that the "marketing got ahead of the habits of the consumer."

Van Natta said his lesson learned in the whole PR fiasco was that its not enough not to offend users with marketing. "In the case of Beacon it wasn't user complaints, it was the [complaints] from the press and people concerned about privacy," he said.

More details here.

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30 Comments

abe rosenberg said:
this radio clip was a waste of time. if you're going to post something, make it substantial. or was this just a whorish way to increase clicks.

a very disappointed reader.
D said:
@abe stop complaining. It is their first time using this type of posting if I'm correct.
Michael Learmonth said:
Thanks for the input. The voice post was meant to be an initial take on the event, followed by the added details above.
Bjorn Tipling (URL) said:
#1 I didn't even notice the audio piece until I read abe's comment. I thought it was an ad, and blocked it out.

#2 Can we get some kind of login so us regular spammers don't have to always put in our information each time we have a comment.

#3 I forget what I was going to say for this one. Oh right, I think big ads are more effective than little tiny ads. So if you want people to notice the ads, make big ones. Not the little tiny boxes like Techcrunch does. I worked in interactive marketing, nobody clicks on the little boxes. They click on the big ones.
Peter Kafka said:
Hey Bjorn. Think we can help you out on item #2, but may take a bit. Still working out kinks in the new platform. Appreciate your patience. pk
Bjorn Tipling (URL) said:
Peter - sweet, and thanks for the reply. :)
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