Marketer's Shift Budget to Web and See Success

Attendees at this week's iMedia Conference listened to large marketers explain how they have shifted more marketing dollars to online initiatives. DaimlerChrysler Director of Interactive Marketing Bonita Stewart said the car manufacturer increased its online spending by 30 percent this year and that integrated TV-to-web programs are showing great success. ING Direct Chief Marketing and CTO Dave Lewis reported direct marketing, including Internet, has yielded acquisition costs of $10 to $15 per account as compared to television's $150 to $200.