Exec VP-general manager
Interactive Marketing Agency, New York
I don't think you can look at the Web solely as an advertising medium. The Web should be looked at as a new, unique marketing tool that encompasses the merits of advertising, direct marketing, promotion and sales with the ability to provide accountability far better than any of the existing marketing tools today.
The Web has great potential today and will have even greater potential in the future. However, there are many issues facing marketers on the Web, including industry knowledge; technological and graphical limitations; research; not enough usage by consumers; and security. In the future, however, technology will allow sophisticated multimedia creative which will encompass faster video, audio and graphical capabilities. The user will be able to access the Web through wireless laptops and desktops equipped with television monitors, allowing users to maneuver through virtual communities visually stimulating to their eye, as though they were there in person.
The future Web will offer advertisers unique marketing opportunities including individual user addressability and accountability, which will make their media investments much more efficient. The Web will present marketers with unique creative flexibility allowing for more imagery. It will also be a highly secured transactional sales tool.