New Delhi: An Internet media space manager's course from `campaign to champagne' lies in resolving the essential contradictions between the three interested parties of the Internet: the Web user, Web advertiser and Web publisher.But, right now, all three are in constant conflict, Mr Suresh Raman, executive vice-president and CTO of Media2india.net, told the Internet A&M Forum of IIW 2000 on Friday.
What does the Web user say? Don't crash my browser; don't limit my navigation; I pay for my connection, so don't make me unnecessarily pay anymore than what is required.
What does the advertiser want? Meet my goals effectively; give me cost effective ad vehicles and wide reach.
What does the Web publisher ask for? Ads that will not drive the users away. Web-utopia lies where the interests of all three converge, says Mr Raman.
And the way to make this happen: Mr Raman says promotional events that have a specific time limits should focus on Website and creatives that refer traffic immediately. If the campaign is more of the branding and exposure type, it should look for impressions and reach.
What is essential is that promoters of brands should not miss out on synergies with offline environments. Creatives that lead to interactivity enabling and converting users to transact an exchange are best suited for the Net, Mr Raman added.
Copyright © 2000 Indian Express Newspapers (Bombay) Ltd.