A Direct Marketing Agency - Helping Brands Acquire and Retain Customers

"Below the line" isn't "below the line" anymore.

It wasn't too long ago that online initiatives were openly referred as "below the line." They were after-thoughts, bonus exposure, something fun to test. Now marketers fully realize that the brand experience online has become the center of the marketing universe for them. It is usually the starting point for their customers when they want to initiate contact with a company, whether it is to simply seek out information, buy a product or interact with that company through entertaining content. In fact on the B2B side, one study pegged the percentage of people making initial contact with a company through their web site at 90%.

Due to the difficulty in measuring results from some of the so called traditional media, it won't be long before they are dubbed as "below the line" and suffer further from spending cutbacks.