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While the failure of hundreds of dot-coms has tarnished the image of Web advertising, it still provides the best combination of broad and selective reach as well as measurable results when used properly.

Scott Bedbury, CEO of BrandStream, notes that despite the fact that the Internet has in many degrees leveled the playing field for B2B companies, price is not everything. “Manufacturers also must recognize that they no longer can make one product and ship it to anything that walks, on or off the Web, and then turn their back on what happens next,” he commented. “The value proposition increasingly is becoming important. Firms that create undifferentiated products eventually go out of business without the real or perceived value and enhanced customer relationship.”

Regis McKenna, chairman of The McKenna Group, emphasized that the Internet has changed the course of many businesses but not advertising and branding thinking. “It is not a broadcast medium like television,” he said. “It is much more of a service medium where you have people interact and exchange information with you. Because of this, Web advertising becomes increasingly important. Trying it once and not producing results only means that you were doing it wrong. It takes the experience of failure and time to learn and evolve to produce success.”

Banner ads that sit like a valance atop the screen still are the most popular form of Internet advertising, although sometimes they may not be very effective. AdRelevance suggests that marketers try other ad shapes and technologies such as the button or the form of the ad which includes text boxes or drop-down menus. Under and overlay web ads also are proving to be increasingly effective. The Internet and Web are in the formative and evolutionary stages. Creativity will get more attention than a fleeting mix of pixels. The key is to use the strengths and benefits of the Web to your best advantage.

Keep in mind that Web advertising can offer scalability, online community demographics, targeted messages, deep content and detailed tracking and measurement data. It cost-effectively provides companies with the ability to extend the transaction. Most important is the fact that new online advertising technologies are emerging that will produce a new generation of ads that use animation, video and even built-in e-commerce capabilities.

These techniques can move prospects more easily to your company to learn more about you, your products and services and your unique selling propositions.

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