Some traditional advertising agencies are attempting to hitch a ride on the Information Superhighway by merely using old techniques on a new medium. Beyond knowing your audience, it takes three additional things to be a great Internet advertising firm. The first element necessary for effective advertising is marketing skill, training and experience. The marketing function is a disciplined process of research, analysis, planning, implementation and management. This is where the target market is identified, the strategy is developed and other business related aspects are included.
Many promotional efforts fail because of insufficient or faulty initial marketing.
The second element is good copywriting talent. Here the marketing work is transformed into word magic. Reaching your particular market with words that convincingly conveys the advertiser's story to that target market is the goal. Here again we find the importance of marketing and advertising skills frequently lacking in technical graphic design firms and services offered by providers. Last but not least is the combination of creative and technical graphic skills.