Letâ€™s go below (the line)
ClickZ reports more and more marketing budgets are moved from mass media to targeted, direct response media such as interactive marketing. A new study by Winterberry Group found out that media budgets are changing following the evolution of consumersâ€™ interests and media usage.
The more integrated the consumer gets, the more integrated the brand needs to become. Also, the media fragmentation makes it more and more difficult to effectively deliver a â€śmassâ€ť message, so brands have no other logic choice than going interactive.