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Blog | Did Poetry screw up the dotcom world?

Oprettet af Jonathan Winch   |  0 kommentarer   |  February 11, 2008 13:04

For traditional marketers, branding has long been king. The bursting of the dotcom bubble revealed the folly of this blind belief. It was the peak of emotion-driven, non-results-oriented nonsense. Branding (focused on differentiation + awareness) had become the objective – an end in itself.

Start-up companies focused on being unique, on being seen by the masses, at the expense of sound business models. An absurd example is a company I remember in the US that ran a series of TV commercials featuring a gerbil being shot out of a cannon and into a brick wall. That was it – nothing else.

For many companies, marketing became the essence of everything – everything relied on the success of building the brand. The message and its positioning were the primary focal points.

So maybe the poet mindset screwed up the potential of dotcom companies, necessitating a marked shift in thinking before web-based business could become broadly viable. Traditional marketing thinking saw websites as computer-based brochures. It saw emails as electronic letters. It saw the online world as a mere digital version of the offline world.

It was a time when traditional marketing thinking was exposed to a tough acid test. And the world soon found out that the intuitive, non-data-driven approach of marketing couldn’t deliver. Branding wasn’t the answer to everything, after all.

So what do you think? Did the traditional marketing mindset in fact fuell the creation and subsequent crash of many dotcom companies?

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