:: Industry Leaders Move Marketing $
As seen in DMNews, a recent report by Winterberry Group recognizes a shift from above-the-line marketing (mass media) to below-the-line marketing (direct mail, interactive marketing, database marketing, etc).

Some key factors responsible for this shift include:

• Growing effectiveness of multichannel campaigns (those that cross multiple media) reinforce demand for tactics that establish one-to-one relationships between marketers and consumers.
• Widespread marketing "clutter" diminishes the impact of commercial messages that don't address specific and individually relevant consumer needs.
• Rapid technological advances allow for consumer/marketer interactions that are frequent, easier and more relevant than previously possible.

View the full report at Winterberrygroup.com>>

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