RE: UKNM: Site Inspection

[Richard Gale]

As old school marketing, targeting and branding are very distinct.


Targeting is about who your target segment of the market is, making sure

that the service/facilty that you are offering is relevant to that segment

of the market.


Branding is about building up an image (including look, editorial style,

logos, etc) that will support this offering. The branding should be built to

attract the target market, but is distinct from the targeting process.


Perhaps Postioning should also be included?? It would seem that the major

portals are at the moment fighting a branding war, when someone taking a

postioning strategy may fare better??


-----Original Message-----

From: Stewart Dean [

SDeanScient [dot] com (mailto:SDeanScient [dot] com)

]

Sent: Monday, March 13, 2000 4:49 PM

To:

uk-netmarketingchinwag [dot] com

Subject: RE: UKNM: Site Inspection



Useability?


Targeting and branding sound much the same to me.


>

Stewart Dean - SDeanscient [dot] com

> Customer Experience UK

> Scient*: The eBusiness Systems Innovator*

> http://www.scient.com/london/


> -----Original Message-----

>

From: Mike Butcher [mikebcentaur [dot] co [dot] uk (mailto:mikebcentaur [dot] co [dot] uk)]

> Sent: Monday, March 13, 2000 1:45 PM

>

To: uk-netmarketingchinwag [dot] com

> Subject: UKNM: Site Inspection

>

>

> We're thinking of re-doing the way we review sites in our

> back-page Site

> Inspection. The existing categories (Targeting, Branding, Content,

> Interactivity) are maybe showing their age - although I'd say

> Content is

> likely to stay up there. I'm happy to take any suggestions

> about the best

> way to review sites from the list before we plump for

> something appropriate.

>

> The four categories need to add up to 100. Currently they are:

>

> Targeting - out of 40

> Branding - out of 30

> Content  - out of 30

> Interactivity  - out of 30



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