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This article is a little hard to read if you aren't up on buzzwords. However, it points to the fact that marketers are realizing that using traditional brand focused media isn't enought to move the sales needle thus companies are spending more on lead generation. Link: Marketing Spend Shifting to Below-the-line.
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The important thing about lead generation or acquisition is that one needs awareness of a product or service first. What marketers need to realise is that the digital medium closes the loop between tradition off-line awareness campaigns and online calls to action advertising.
Posted by: OC | February 02, 2006 at 12:14 PM