AdAge: MORE MARKETING BUDGETS SHIFTED TO ONLINE STRATEGIES
A growing number of large marketers are finding Internet direct-marketing and relationship-building strategies more effective than TV advertising, attendees at the iMedia Brand Summit heard.

DaimlerChrysler boosted its online media spending 30% last year, largely because of the importance of the Internet as an information medium for car buyers, said Bonita Stewart, director of interactive communications for the automaker. She said that 70% of car shoppers use the Internet as their primary means of getting automotive information.

Chrysler now gets 80% of its online handraisers for quotes and product information online, Ms. Stewart said, adding that “800 numbers are just falling off a cliff and [voluntary response cards] are not as effective.”