Follow the Money

Whether it's pushing an e-mail to a targeted list or luring people to a special-interest Web site, online tactics have never been put to greater use by brands.

Of the 263 marketers polled in PROMO's 2007 interactive trends survey, 49% expect their online spending to grow in 2007. And where is the money going? To e-mail, e-mail newsletters, banner ads and online promotions (see chart 1).

“The first question I'm hearing from clients is ‘What's going to be the online part?’” says Dan Mannix, CEO of LeadDog Marketing Group, a New York promotion agency.

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