The future is about online engagement
April 10, 2008 | Internet Marketing
The International Advertising Association's 41st annual World Congress is themed "What's Coming Next." The consensus among executives gathered here is that more focus will be placed on using digital creative to engage users rather than just advertise to them.
Leo Burnett USA CEO Tom Bernardin said his company urges clients to operate on a 70/20/10 rule where 70% of digital monies go toward creative and established areas of digital marketing including search engine, 20% goes to emerging areas and 10% goes to experimentation.
He also said that in the digital world, success comes from providing brands more of a personal connection. “A majority of brands’ success comes from connecting to real people,” he said. “Instead of broadcasting the brand, we need to give time to experience the brand. We need brands with a purpose.”
Get the full story at AdvertisingAge
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