How much of the marketing budget goes online? First, understand what online advertising can do for the brand and how to play it off the media mix.
For the foreseeable future, TV budgets will dwarf online ad spending. Many efforts are underway to address this imbalance. But in many ways, how much of the media mix should be spent online is not as interesting as how that money should be spent.
Increasingly, brand advertisers are learning the Internet can act as a catalyst within well-planned, cross-media marketing campaigns. More and more, the Internet is woven into campaigns' strategic goals, leveraging the medium's strengths.
Although media synergy has lost some of its luster on Wall Street, it remains a crucial goal for both advertisers and publishers designing coherent, effective, integrated marketing programs. The most successful efforts leverage the Internet's strengths, using it as a marketing centerpiece to build a relationship with a brand's most valuable customers and prospects.
The Internet still can't achieve the national reach or emotional appeal of a television commercial. But its unique characteristics give it some key advantages:
Even if the Web doesn't account for the bulk of a marketing budget, it's effective in playing a central, strategic role -- when used correctly.
Understanding how to use the Web is a necessary step in addressing the how-much imbalance.
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Jeffrey Graham is vice president of client development at Dynamic Logic, a company he joined in January of 2001. Dynamic Logic specializes in measuring the branding effectiveness of online marketing. Jeffrey has served as research director at two online advertising agencies, Blue Marble and NOVO, and has worked with clients such as General Motors, Procter & Gamble, and Continental Airlines. He has taught Internet Research at New York University and has a Masters degree in the subject.
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