RealTime IT News

Report: Web Marketing Will Shine in 2003

Online marketing consultant e-agency Friday painted a rosy outlook for the Internet sector in 2003, insisting the Internet-related phenomena will continue to have increasingly critical impacts on business and society.

The Oakland, Calif.-based concern is predicting the coming year will be good for the Internet economy -- -- both users and providers, buyers and sellers -- and warned that the collective wrath of consumers will force the demise of intrusive advertising formats like pop-ups and pop-unders.

"Consumers will also begin using their power of outrage to force the demise of the most intrusive forms of Internet marketing, including pop-up and pop-under ads that annoy Web users, and hated spam -- unwanted e-mail," e-agency said, noting that Web users in 2003 "will get more control over their online lives."

The feel-good report from e-agency said the words "dot com" will disappear because it has "lost any effective meaning" and has become a turn-off to society in general. As the sector grows, e-agency believes online marketers will find new ways to market goods and services online and Web site owners will find they have more control over content creation, a reality that will help cut down on overheads.

The company praised the efforts of America Online , Google and EarthLink to banish pop-up advertising on their popular networks.

Instead of intrusive advertising formats, e-agency believes 2003 will be a year when pay-for-position and e-mail marketing will grow. "In the advertising field, the move toward better-qualified targets may take the form of keyword-based pay-for-position marketing on search engines. It may be today's best advertising buy," the company said. Because start-up costs in the pay-for-placement space can be as a $5 set-up fee and a commitment of at least five cents per click-through to the advertiser's Web site, e-agency believes smaller Web players will latch on to the medium in 2003.

In the e-mail marketing sector, e-agency believes the trick to success in 2003 is to develop carefully targeted lists. "More and more Web sites will ask users for their e-mail addresses so they can keep them informed about opportunities that they want to know about...As a means of attracting 'acquisition' targets -- those new to the advertiser and his message -- and cutting through the clutter, more-active forms of rich media in e-mail will improve and be used with increasing sophistication as high-speed Internet access becomes more common," the firm added.