However, using the Internet as a marketing tool without the backup of more traditional marketing techniques would be a serious mistake, according to Jacques Yenni, a 20-year veteran of the high technology industry and president of WAVElink Media Inc.

"By 1998, it is predicted that at least 80 percent of all top executives at Fortune 500 corporations will be navigating the Internet on a daily basis," said Yenni. "It's not difficult to see why businesses are using the Internet as a key marketing tool. But if you don't support your Internet presence with traditional marketing techniques, it won't be a successful venture."

Yenni recommends using the Internet to complement existing marketing efforts. "Traditional marketing approaches have been around for a long time for a reason: because they work," said Yenni.

Yenni cautions that before considering an on-line presence, a business must first review its current strategic marketing plan and determine where an Internet presence fits into the overall marketing strategy. "You need to look at the customer support available for an on-line presence and what part of your product line lends itself to the interactivity that results from an Internet presence," said Yenni.

In addition, budgeting plays a major role in the decision. "Too often a company only looks at the upfront cost of establishing an Internet presence, and that's a mistake. It's the least of your financial considerations," said Yenni. "You must look at financing the maintenance of your site. Keeping your Web site fresh and interesting on a regular basis takes time and money."

Above all, Yenni states that the bottom line for Internet marketing is the same as for any other type of marketing: "know your customer."

Since its establishment in 1995, WAVElink has produced Web sites for a number of clients across various industry segments, including Smith & Hawken, The Nature Company and Global Insights.

Located in Corte Madera, WAVElink Media Inc. is involved at the onset and helps clients design, produce and maintain their Web sites. The group designs a plan that is customized to ensure the success of the client's Internet venture.

CONTACT: WAVElink Media Inc., Corte Madera

John Goggin, 415/927-4090