More Marketing Budgets Shifted to Online Strategies

february 12, 2004  08:46 am
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.