More retail marketing dollars headed to new media

More retail marketing dollars headed to new media
Tags: Customer Experience, Marketing, Multichannel Retailing, Shopper Marketing, Technology
July 20, 2008

B to B: A 2007 survey conducted by the Association of National Advertisers and BtoB revealed that 70 percent of marketers have plans to shift money from traditional to new media in the coming year. With consumers spending more time connected to either a computer or mobile device, advertisers understand that their audiences' responses will often be immediate, resulting in a stronger ROI. Additionally, since interactive media is becoming about as "direct" as marketing gets, with the immediacy of mobile ads, the term "direct marketing" may be turning in an entirely new direction.

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