This requires clear objectives and targeting to add value on a continuos basis while retaining the user. Informative quality content, innovative advertainment or direct sales possibilities can add value to the user's site visit. Both secondary and primary research confirmed that many companies lack Internet missions and vision. Homepages and customer handling were in many cases poor and did not take advantage of the opportunity for feedback, interaction and customisation. Advertisers cannot expect any success when they treat the Internet like any other media.
Internet advertising demands management understanding and commitment for success.
Management must determine Internet objectives and strategies to allocate efficient resources such as capital, equipment and people. Research validated that the Internet should be integrated in the companies overall marketing strategy. The marketing department together with a competent advertising agency should therefore manage the site. The IT departments together with multimedia agencies lack the strategic marketing knowledge which is required for Internet implementation. However, their competencies in technology should be utilised and be incorporated which calls for a closer working relationship across departments and industries.