In the digital age consumers expect a Web presence, according to the study, which looks at worldwide trends in online marketing.
The study reports that GroupM will for the first time place more than $2 billion in online ads for its clients worldwide in 2007. Half of the 30 countries surveyed showed that close to 50 percent or more of their populations regularly use the Internet. In the U.S., about 65 percent of the population uses the Internet.
And for those marketers that have ignored or underplayed cyberspace, it's probably time to "panic a little," said Rob Norman, global CEO, GroupM Interaction, and a contributor to the study, which was coordinated by Adam Smith, London-based futures director, GroupM.
"We are absolutely certain that marketing must urgently harness interactive media and the behaviors it induces. ... Consumers expect every brand or service to present itself in some kind of online environment, and expect this presence to be of use or interest and to furnish a substantial or involving experience," the study says. That experience lies at the heart of consumer engagement, one of the four "pillars" that the study lays out as a general framework for effective online marketing.
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Source - Adweek
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