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