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Web Advertising - Is it really worth it? Web advertising, not to mention the Internet itself, is still relatively new and therefore provides marketers with challenges that need to be dealt with, with caution. The realm of Web advertising is in uncharted territory. What implications will this new technology have for marketing? How can a business use the medium effectively? Setyn introduces the concept of interactive marketing through the words: "Interactive marketing uses new technologies to overcome practical database and direct marketing problems whilst building more rewarding customer relationships." The developments allowed by interactive marketing through the Internet focus mainly on how profitable market segments were identified and how these segments were reached. Interactivity allows the opportunity to track individual customer's one at a time and to build individual relationships with each. The main challenge that does and will continue to plague advertisers in the fut!ure will be persuading the viewer to try the service or product. Interactivity has three core characteristics: I. Offers much more information than a television advertisement. II. Requires the conventional copywriting
site but, further to this cost, are the costs of site maintenance, enhancements and server storage. Driven by increases in usage - particularly among frequent Web surfers - and the availability of inexpensive Web access, Web advertising expenditures will reach $2.46 billion in 2000, according to Web Advertising 1997: Market Analysis & Forecast. Importantly, this continuous growth is consistent and stable, reinforcing the conclusion that marketers are increasingly recognizing the importance of the medium as part of the full media mix, whether it's for brand marketing, direct marketing, retailing or customer service. The 1997 fourth quarter revenue figure marked the eighth record-setting quarter in a row. Total revenue in the first quarter of 1997 were $129.5 million, the second quarter posted $214.4 million, with the third quarter reporting revenue of $227.1 million. "1997 was definitely a breakthrough year for Internet advertising," said Rich LeFurgy, IAB Chairman and Senior V! Works Cited Styen, C., Introducing Interactive Marketing. Marketing Mix. Volume 14, Issue 7 , July 1997 Rath, B., Marketing on the Web: Net Return. Marketing Mix. Volume 14, Issue 3, April 1997 sers with detailed demographics about who actually saw their advertising medium. Interactive media can operate in territories not covered by a company's sales force. It can bring the showroom and sales pitch to the consumer's location. One of the disadvantages of using this type of advertising medium is the lack of intrusiveness it offers. The persuasive elements of the Internet advertisement usually lie at least a few clicks away from the user's current location. This could cause the user to lose interest in the product or then be intrigued by another banner. The World Wide Web, can support both consumer marketing and trade marketing objectives. The Web and its importance as a new medium has been recognized to the extent that i
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Approximate Pages = 5 (250 words per page double spaced)
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