Internet companies in Asia will have to rethink their marketing strategies or follow the failure of their United States' counterparts. This is according to US marketing guru Richard Edelman who said yesterday that dotcoms needed to practise efficient, disciplined and accountable marketing - as in every other type of business. Mr Edelman, the New York-based chief executive of Edelman Public Relations Worldwide, told an American Chamber of Commerce luncheon: 'We are seeing a catharsis in Asia. The Asian dotcom market is smaller, but it will definitely follow what is happening in the US. 'During last year's Superbowl event, dotcoms spent millions of dollars on television advertising yet managed only a 7 per cent recall rate. That is a condemnation of the advertising business. 'The question is how do you build a compelling, sustainable dotcom brand? The easy way - trying to buy customers through advertising spending - is definitely the wrong answer. 'It is strange that the Internet business, while pushing the business vision of a whole new world, should follow the traditional marketing model so closely. 'It is a fallacy to believe that you can build an instant brand.' Mr Edelman said it took a rational long-term marketing strategy to successfully build a consumer presence. In marketing traditional goods and services, the accepted business model was for a high initial marketing budget ahead of the product launch, with the advertising slowly tapering off as the goods became accepted by the market. But Mr Edelman said such a strategy could only work in a traditional retail environment. Dotcoms were a long way from shampoos and the strategies were different because there were hundreds of similar dotcoms. 'An Internet brand should carry more responsibility, and a higher promise to the consumer, than a traditional brand because these companies are building a direct relationship with the individual customer,' he said.