Study: Advertisers should "panic" about untapped Web potential

Study: Advertisers should "panic" about untapped Web potential

A new GroupM report says that marketers must "urgently harness" the power of the Internet for advertising, according to iMedia Connection. Although the Internet is a daily component of people's lives and media consumption, and marketers have been ramping up their use of the medium, it's not happening quickly enough. The study calls for marketers to "panic a little" because they are not using the Web to its full potential, and to focus on four key goals: reach, engagement, reputation, and transaction. Marketers should replace online the consumers they've lost from traditional media and make campaigns personal in order to engage consumers. The report also adds that product life cycles may be shorter in today's faster-paced world. Last year, GroupM introduced its tool that identifies, defines, and measures consumer engagement (ePharm5, 6/29/06).