CReATION: Rules of marketing change to pave way for more innovation

<p>The rules of marketing have changed forever, and while the Internet </p><p>has brought increasing convenience, it has created just as much </p><p>confusion, leaving a clutter of brands and ideas lingering in cyber </p><p>space. </p><p><BR><BR> </p><p>What is needed, according to Mr Martin Roll, vice-president of marketing </p><p>at Speednames, is a reexamination of business models. </p><p><BR><BR> </p><p>Mr Roll said companies in the Internet economy would have to go beyond </p><p>advertising, and that affiliate programmes, email marketing and PR would </p><p>drive marketing in the new economy. </p><p><BR><BR> </p><p>"The whole way of marketing and delivering is going to change. In the </p><p>old economy it took decades to build value on a brand. Today, you have </p><p>big players, like Yahoo, who haven't used much advertising but have </p><p>built up a very strong profile over a short time. </p><p><BR><BR> </p><p>"Affiliate programmes, email marketing and PR will be the main </p><p>drivers. </p><p><BR><BR> </p><p>They are, compared to advertising dollars, very cheap and reliable. </p><p>Consumers are now extremely critical, you need a strong personality to </p><p>set the stage for a story, which you have to repeat," Mr Roll said. </p><p><BR><BR> </p><p>He added broadband technology would be an effective medium to enhance </p><p>the online advertising experience. </p><p><BR><BR> </p><p>"There are many brands in Asia, but I have seen is that there is room </p><p>for more. </p><p><BR><BR> </p><p>"People here are willing to choose more so there is potential to develop </p><p>a brand successfully." </p><p><BR><BR> </p>