Weedfald maintained that advertising through the Web may not be the golden road to unlimited revenue, but that it is a very viable method of getting a message out, and more importantly, getting that message out in a timely and meaningful manner. He said that when you plan an advertising campaign with a magazine, you have to have your ad ready for print up to two-and-a-half months before the magazine reaches its readers. Then you have to worry about whether or not the ad you are building now will have any relevancy or value for your product once the magazine reaches newsstands two months down the road. Even if it does, there is still no way of measuring whether or not anyone has actually seen the ad. With the Web, you can create an ad and post it to the Web in a matter of days. What's more, that ad on the Web has the ability to bring information to potential customers in their homes, 24 hours a day, 365 days a year. For Samsung, Weedfald maintained, these Web-based campaigns can be timed closer and more accurately to match the rate at which new products are launched. The Web affords the opportunity to monitor and track how many times that ad has been viewed.
"With a magazine ad, you can't measure impressions, click-throughs or cost per thousand really," Weedfald said. "On the Internet, we can measure all of that and yet we beat the hell out it."
According to Weedfald, another invaluable asset the Web offers is the ability to provide Customer Relationship Management (CRM) like no other medium. He added that this is one of the biggest components that will build the overall maturation of business on the Web, provided that a solid CRM infrastructure is woven into the overall strategy.