In this recession, marketers have learned that interactive marketing is more effective,

Who said this?
Why the bible itself...Advertising Age!

In this recession, marketers have learned that interactive marketing is more effective, and advertising less effective, per dollar spent. While budgets for online have decreased, they decreased less than other budgets. Six out of ten marketers we surveyed agreed with the statement "we will increase budget for interactive by shifting money away from traditional marketing." Only 7% said "we have no plans to increase our marketing budget."

Unlike the last recession, digital marketing is no longer experimental. Now it looks more like advertising is inefficient, relative to digital. More than half of the marketers we surveyed said that effectiveness of direct mail, TV, magazines, outdoor, newspapers, and radio would stay the same or decrease within three years. In contrast, well over 70% expected the effectiveness of channels like created social media, online video, and mobile marketing to increase.

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Want People To Look At Your Ad? Run It On TV, Not Online

Online ads are often targeted, but that doesn’t mean that people necessarily pay attention. A survey by AdWeek and Harris Interactive (via SearchEngineLand) shows that people are much more likely to ignore internet ads (both banner ads and search ads) than TV ads, radio ads, or newspaper ads. Internet ads also don’t get high marks for helpfulness. So what’s the bottom line, according to the survey’s authors? “While advertisers scramble to create their ad campaigns, one thing they need to remember is that, even if viewership may be down and even with the increased use of digital video recorders so people can fast forward through commercials, television ads are the most helpful to consumers. Also, while an Internet strategy is essential for a comprehensive ad campaign, Internet banner ads are not considered helpful by few and are ignored the most.”

What Ads Do People Ignore?

—46% Internet banner ads
—17% Internet search engine ads
—13% Television ads
—9% Radio ads
—6% Newspaper Ads

What Ads Are Most Helpful?

—37% TV ads
—17% Newspaper ads
—14% Internet search ads
—3% Radio ads
—1% Internet banner ads

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