For Interactive Marketing Professionals

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	February 6, 2009 2009 North American Interactive Marketing Predictions Interactive Channels Will Be An Unapologetic Part Of The Marketing Mix by Christine Spivey Overby with Shar VanBoskirk, Neil Strother, Rebecca Jennings, Emily Bowen	Average: 4  (5 ratings)

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Executive Summary

In North America in 2009, interactive marketing will assume an unapologetic — and, in some cases, central — role in the marketing mix thanks to both the ascendance of digital media and the inherent measurability of interactive channels. Tactics like search and social applications will do particularly well. Meanwhile, marketers will scrutinize — but not slash — online display budgets by using new optimization tools to boost the return on this spend. Fundamental upgrades to the Internet infrastructure, endorsed by the new Obama administration, will allow US interactive marketers to embrace rich and entertaining ad formats.

This is an excerpt

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