Advertisers--who are not traditional direct marketers--were the first kids on the block to line up for a ticket to ride this new medium called the Internet. At that time, (could it only be four years ago?) Direct Marketing was not part of their vocabulary. However, when the web did not perform for them like traditional advertising placements, they dubbed the Internet a direct advertising medium and headed for higher ground. Let’s be honest none of the web marketing gurus, circa 1997/98 were happy with the web being anointed for direct response.

Bad news? Maybe not. With those who do not trust or understand the medium on the way out, true direct marketers now have more avenues open to them to make better deals, stretch budgets, and test new avenues to bring in new leads and sales. Be aware that the general ad folks are not about to surrender the revenue from the Internet.

The General Agency types are back, now having tested the Internet, they have concluded that it was a branding and not a direct marketing medium all along. And by the way, their billing shouldn’t be subject to those horrific tracking reports of click throughs, because they just don’t count.

Yes it’s true that part of the Internet sales pitch centered on the power of the click-through. A remarkable device that allowed interested prospects to go directly from interest to sale. It became a tool simply unlike any other advertising vehicle ever created. The click-through quickly rose in the ranks to become the ultimate barometer of banner advertising success. That’s where the problem started. Especially for the general agencies and you can throw in the ‘New Economy’ agencies as well.

None of the pundits, and certainly none of the newbie Internet associations, ever realized what every direct marketer knows, ROI isn’t like opening a letter (which may be similar to a click.) It’s the Sale!

Or, at least the call to action-- that is so very important--should be tested.

Maybe, the CPM was too high, or the offer was too cheap. Remember all of the free stuff on the web that blew budgets? None of these critical variables stops the banner or web from being a direct medium.

The folks who are now ‘rethinking the web’ never were comfortable with working in a measurable media. They made a bundle in general advertising. Now they can label direct marketing almost like an ‘outgoing administration’.

For the rethinkers, here’s whats back: the tried and true building blocks of advertising success such as image, name recognition, and branding. They were shoved aside for what was thought of as a get rich quick goldmine. A big mistake with little thought behind it.

Sad to say but these ad people from both inside and outside the Internet business have come to believe that the banners’ 15 minutes of fame has come and gone. Nothing could be further from the truth.

Just as radio folks waited in vain for the passing fancy of TV to fade, today’s traditional advertisers are waiting for the end of an advertising medium I’m sure that is simply not in sight.

The truth is that online advertising -- even banners -- do work. However a shift to responsible testing of variables must occur. Price, Offer, Creative and Targeted Placement must become more than the cheapest buy on a network of sites.

Some of the most successful networks of sites on the web have actually hurt the direct marketing success of the web. None of the fundamental concerns of a direct marketing offer are considered when buying through these networks. (Networks, while they have their place in a media buy, are a secondary one.)

As knowledge grows, so too will an appreciation of what the Internet as an advertising medium does well. As more advertisers and direct marketers understand and utilize the concept of these newer creative formats, the dollars will begin to flow back and the Internet will find its place in media budgets.