The Internet as a supplement to other advertising

First the Internet is a powerful tool to contact people and distribute products and services but the dotcoms have failed in their effort to expand the possibilities beyond the physical restraints of a person connected to the Internet. They tend to sell goods and products as if they were software that can be downloaded off the Net; little thought had been put into the additional costs of shipping and transportation

Secondly, the Internet is a technology that creates services which can not exist without the Internet such as using the Internet and GPS (geographic Position System) to guide a car and its driver by using wireless Internet services as it's mode of communication with the "head office".

There are products and services which can be enhanced by their presence on the Internet such as multi-player gaming, live product advice or help and ease of locating the type of product or service which can only be provided by a person who has the knowledge about it. It is not difficult for someone to send an e-mail message, or phone an 800 number with a specific question about a service and relevance to their needs.

Those who have benefited most from the new technology are the direct response industry who have applied their already proven "Brick and Mortar" techniques to the Internet. (i.e. advertising their web site address, providing valuable information about a product or service, using both the print and radio media to broadcast their web site address). The next wave of successful Internet Entrepreneurs will be people who understand the unique aspects of the Internet and use it to compliment all previous marketing methods.