Big brands see rewards from online marketing
In an interview with IMedia Connection Coca Cola’s Mark Dooley said "As we look to 2005, it seems more brands within the portfolio have shifted more dollars to digital. We utilize online media for a variety of purposes: building brand awareness, driving trial, and of course, direct response — i.e. obtaining signups and site participation. "
Dooley is the interactive brand manager for Coke.
Brandn managers who are not yet Internet savvy should take leaf out of Dooley’s play book.
Integrated Internet marketing strategy is where the money is today – blogs, search marketing and optimization ( maonth other online strategies) are driving qualified traffic to websites and capturing response from the millions of Net users online every day.
Dooley says that he sees a future for agencies – but that they will have to specialize in search, rich media and blogs.
