Speakers at Internet World in Hong Kong voiced their concerns about
a lack of creativity in online advertising and a reluctance by companies
to adopt new technologies for innovative marketing.
In an effort to "educate" dotcoms, speakers said Internet-related
companies, which they noted generally focused on traditional media for
advertising, should explore new opportunities.
Beyond Interactive co-founder and CEO Viveca Chan said mass marketing
was dead, leaving the consumer in control.
She said interactive TV would lead advertising in the new economy, and
called on agencies to "guide" their clients towards alternative
technologies available today.
"Understand the latest technology and apply that for personalised,
effective advertising," she said.
Mr Antony Young, CEO of AdXplorer, agreed there were other channels
"waiting to be exploited".
He said companies selling online remained "unconvinced" of the Internet
as an advertising tool.
He said dotcoms should focus more on retaining customers and less on
branding, was "overrated".
"TV and outdoor advertising is primarily to build awareness and
branding.
But branding is really overrated. Sure it's ideal, but it's expensive,"
he said.
He added companies should adopt "marketing efficiency", taking Tom.com
as an example.
The company, which spent HK$74 million (about US$9.5
million) on advertising in the first six months of this year, ranked the
29th most visited site in Hong Kong in July, according to Mr Young.
"Don't rely on chance or banner exchanges ... how to manage a campaign
is important. Get someone to do it," he said.
Mr Young also said the next 12 months would be critical for
Internet-related businesses in Asia.
A study by AdXplorer on Internet marketing and consumer insight showed
that once Web surfers found a portal they liked, they stuck with it.
The study further discovered Internet users were unable to differentiate
between various portals.
