Executive Summary (This is a document excerpt)

Because of the recession, this year marketers decline their use of brand-oriented display media and are particularly shy to adopt emerging channels like online video and mobile marketing. Instead, they cling to direct response specialists email and search and place their bets on social media applications. We recommend that marketers maintain their branding investments and emulate small firms' social media developments in order to innovate with interactive channels now, when other marketers aren't.

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