However, while the Web is immersed in great frenzy and is bubbling with innovative marketing concepts, the decision whether, why and how to establish a Web presence must be approached with the same sound quantitative analysis we would employ for any other business decision. It is important to see what other companies are doing and the wealth of innovative presentations being offered. While many Web sites may require a surprisingly modest monetary investment, the commitment of management time, attention and distraction can be substantial. The sole purpose of being online is to deliver information to our viewers. However, interactive advertising is writing the new rule book for advertising on the Web.
Interactive advertising is the new communications dimension offered by the Web.
Potentially, this is where enhanced earnings are to be found on the Web. Online interactive communications and business development will be the continuing focus of subsequent columns.