Knowledge: Malaysia, which is probably similar to most other markets, has a serious perception problem. Those who have spent budgets online during the "everybody better use online ads phase" have most probably been burnt severely, with poor results and unmet promises. Key to maximising the media is an understanding of its strengths and an acceptance of its weaknesses. It is unnecessary to achieve a state of enlightenment reminiscent of nirvana within the first dabble into the medium but more so to realise that devotion to the online space can acquire knowledge that your competitors have probably been too afraid to explore. Knowledge is the holy grail of online marketing. Fear and resistance is its opponent.
Creativity: The phrase, 'think out of the box' has never been more relevant than in the past year. As word-of-mouth and the need to sound intelligent drive most coffee table discussions down the route of banner-bashing, it is vital to realise that the medium has changed and the canvas for creative is now, more than ever, imagination. Copy such as 'click here, visit our site!', 'don't click here if you are under 18' and 'click here for free mousepad' are lame attempts at improving the click-rate of a campaign, when the true measure should be the ROI. (The subject of click-rates itself warrants a thesis, so I will not venture there). In short, do not undermine the intelligence of your audience, maximise the capabilities of the medium and remember that those who don't click may still be exposed to your work of art. The Andy Warhols of today will be those who remember that creative is strategic and intelligent art.
Money: While it is acceptable in most cases to place millions on television, print and radio, the online media industry exalts bearers of five figure budgets to immediate deity status due to the current lack of convicted online marketers. Judging a medium based on a coin pouch budget will get you as much as you pay for, and many a time, less than what you expect.
If the numbers look right, commitment and the need for money to be placed very closely to where the mouth is, is imperative. Principles such as economies of scale and economies of scope have long been the cornerstone of business. These in no small nature, apply to online media.
To steal from a world leader, "Make no mistake about it ..." the online medium is omnipotent. Those who realise that opportunities and results exist with the right recipe will gain access to possibly the mother of all competitive advantages.