Avenue A | Razorfish, an interactive agency and buyer of digital online media, have released their annual digital outlook guide for marketers and advertisers.
"Unlike traditional marketing, the impact, reach and accountability of online marketing resulted in strong growth in 2006 for many Web publishers," commented Jeff Lanctot, editor of the report and senior vice president and general manager at Avenue A | Razorfish. "Long-time digital leaders like Google, Yahoo! and MSN enjoyed an aggressive increase in advertising spend, as did resurgent properties like AOL and new destinations like social networks and blogs."
Unlike traditional media channels, the online media environment allows digital advertisers to better track and measure their campaigns. Using customized attribution tools, advertisers improve campaign evaluation, find profitable Web sites and integrate their Web media and search strategies for a better return on investment.
Lanctot concludes, "If the marketer's goal is to inspire customers, building a better Web site that meets customer needs is one thing. Engaging consumers beyond the Web site by connecting with them in their world on their terms is the way to build a long-term relationship."
No comments yet. Be the first to comment!