Stressing the importance of integrated communications, Roy added that advertising should be able to deliver its message across multiple platforms and in ways that have not been thought of as yet. According to Roy, the worldwide Internet advertising market is expected to be $12 billion by 2004. ``Indian advertisers should realise that the Internet allows buyers and information seekers a host of advantages like information accessibility, convenience and interactivity that provides an edge in competitive markets'' added Roy.

For successful Internet advertising, any marketing communications mix must have both an online and offline presence and should ideally be synchronised, recommended Roy.

Speaking on `Offline advertising for online brands' later, Bhaskar Das, brand director, The Economic Times, predicted that current frenzy on adspend will not be sustainable in the long run. ``Only strong brands will survive amongst fierce competition. There will be two or three key players in every category at the end of the shakeout. The virtual world will have to continue to spend on traditional media as its users will continue to access other media as well,'' added Das.

According to Maheshwari, director, Mid-Day Online, the Internet is the best medium to generate maximum response from readers. ``In fact, Indian advertisers and marketeers should explore this medium for effective advertising. Through the Internet, you will also know the most popular section of any publication and can accordingly plan your ad strategy,'' added Maheshwari. Vijay Mukhi, the noted columnist firmly believes that the key to success in Internet advertising lies in perseverance. ``It will be a survival of the fittest. Today, any one can get venture capital. So the new entrants will have to work for 22 hours a day to gain a competitive edge over their rivals,'' added Mukhi.

According to Mukhi, Internet advertising is no longer a technological game. ``For effective Internet advertising, marketing and advertising professionals must design their own Websites,'' suggested Mukhi.

According to Sumit Roy, vice-president, Advertising Club of Mumbai, Indian advertisers and marketeers should follow relationship marketing principals to gain a leading edge. ``We must set up customer loyalty programmes and brand fan-clubs to promote any brand on Internet,'' added Roy. Niraj Roy, CEO Hungama.com stressed that Indian advertisers should fuse physical world with the virtual world. ``You should be more interactive with your customers. This will certainly promote your brand in the Indian virtual world,'' advised Roy.