For Interactive Marketing Professionals

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	May 2, 2008 Media Multitaskers Leveraging Multitasking Behavior to Drive Direct Online Response by Nate Elliott with Mark Mulligan

This is an excerpt

Executive Summary

Advertisers' widespread failure to unify the planning and execution of their online and off-line campaigns is costing them an opportunity to drive direct online response from one of the most attractive segments of Internet users: media multitaskers.

Key Questions

• How many Europeans use the Internet at the same time they consume other media, and what are the key drivers of this behavior?
• What are the characteristics of media multitaskers, and how do they differ from other online users?
• How can marketers leverage multitasking behavior to improve the performance of their online advertising campaigns and drive additional online sales?

This is an excerpt

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