Harnessing the Power of Digital Media

Douglas Quenqua

This 2009 article highlights the transition of media spend away from TV and print and towards digital.

Harnessing the Power of Digital Media

Douglas Quenqua

To thrive in the new landscape, digital-savvy marketers are relying on interactivity and intimacy with Web-enabled consumers

It's one of the emerging clichés of the economic meltdown: with less money to spend, advertisers will turn away from more expensive platforms like television and print and pour their money into digital, where they can get more bang for their buck and keep closer tabs on their investment.

Less discussed is how they should be doing it. Simply taking money out of a television budget and lavishing it on a handful of Internet ad...

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