Digital Marketing Leads The Charge

It seems like only yesterday that interactive specialists were being invited to ride along when marketers and their agencies worked on upcoming campaigns.

Now, digital marketing is moving from the back of the bus into the driver’s seat as more brands place digital components—including online contests, Webisodes and user-generated content—in the lead position of their marketing. In these campaigns traditional ads play the secondary role of building awareness of the digital elements—geared toward personal connections and engagement—and driving people to the Web.