More marketing budgets shifted to online strategies
February 11, 2004 |
A growing number of large marketers are finding Internet direct-marketing and relationship-building strategies more effective than TV advertising.
A growing number of large marketers are finding Internet direct-marketing and relationship-building strategies more effective than TV advertising, attendees at the iMedia Brand Summit heard.
During a session that quickly became a seminar of negative comparisons to TV advertising, some of the country’s largest marketers detailed how “on the cheap” Internet methods have become a central muscle of their marketing communications programs. Some described their successes with pure Internet plays, others with strategies that used economical Internet tie-ins to boost the impact of their TV buys.
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