reports that some publishers are scaling back their web publishing ambit
ions, or shutting down sites altogether lend credence to the notion that
there will be significant ’shakeout’ as commercial Web sites fail for lack
of a viable business model (McDonald, 1997). Scenario
#2:Advertising-content hybrids Advertisers who do not sell their products
directly to consumers but still want to find a way to participate in
interactive media will revert to a model that prevailed in the early days
of television sponsorship. By sponsoring a site that consumers value,
the advertiser will hope to build positive associations for the brand.
The communication limitations of banners will be overcome by surrounding
content with imagery related to the sponsoring brand. Where practical
sponsor-friendly content will be interle aved will brand-neutral content.
Though there will be some reaction against this hybridisation on the part
of media critics and consumers alike, the form will probably still
flourish as the digital equivalent of the infomercial (McDonald, 1997).
Scenario#3: Internet service provider’s provoke privacy whiplash New
generations of Internet service provider will emerge that will provide an
extraordinarily sophisticated database that captures information on how
individual subscribers use the Internet. This will enable the marketer to
customise communications back into the box in the subscriber’s home and
hereby the Web will be able to live up to its promises of one-to-one
marketing (McDonald, 1997). Scenario#4: Advertisements get detached from
the media Marketers will be able to sent targeted information to
subscribers on their past Web usage patterns regardless of what current
Web sites they are visiting. In effect, they will be able to sell the
audience to advertising directly without the intermediary of the media
The Internets Multimedia arm, the World Wide Web, can support both
consumer marketing and trade marketing objectives. The Web is where all
the commercial activity and its importance as a new medium has been
recognised to the extent that it will be measure d in all US media
research from this year. The Web provides a company with access to a
global audience of consumers in their millions, and also to a very wide
range of companies (Rath, 1997) The Internet has provided marketers with
exciting and challenging advertising prospects. There will undoubtedly be
many lessons to be learned in the near-future concerning the intracacies
and quirks of the medium. South Africa is technologically equipped to
make full use of the Internet’s capabilities and South African marketer’s
are provided with an opportunity to prove themselves to a very viable
Internet market. In conclusion , the future of the Internet and Web
advertising can be encapsulated through the words of John Matthee -
‘bigger and better, bigger and better…’.
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