CReATION: Online advertising sector urged to think differently, creatively

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