Nick Nyhan, CEO of Dynamic Logic, which conducted the online survey in conjunction with researcher Rex Briggs of Marketing Evolution, said the survey results should encourage marketers to revisit the issue of how online might be effectively used in the larger mix in advertising campaigns. However, he also cautioned that the study's findings could not be extrapolated broadly to other brands, even in packaged goods.
Moderator Comment: Should online constitute a larger share of B2C media/marketing budgets?
Look at the average household with teenagers today and you know that online (in one form or another) is going to become a greater part of overall media budgets.
More than half of teenagers online are using the Internet to research and/or make purchases of products. A number of research organizations have made predictions that within the next couple of years this group will be spending $26 billion - $30 billion annually on products online or in stores after doing research on the World Wide Web. This practice will become commonplace as these kids grow into adults. [George Anderson - Moderator]