CReATION: Online advertising sector urged to think differently, creatively

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.

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