Nontraditional Isn't Untraditional Anymore

NEW YORK For big marketers, using a mix of nontraditional channels of communication is nothing new, but there is growing evidence that what was once considered experimental consumer outreach is fast becoming mandatory strategy.

From packaged-goods marketers to automotive companies, heavy reliance on TV is being reconsidered, as tactics previously seen as ancillary are becoming a mainstream priority. Recent Adweek interviews with executives associated with a dozen major brands, which collectively spend more than $9 billion annually in major media, revealed that such clients are rethinking not only how they use TV, but are also upping the ante on emerging media, such as viral campaigns, wireless messaging, blogs and podcasts.