Marketing Pilgrim

ClickZ has details of a new study that suggest more marketers are shifting marketing dollars from mass branding to targeted online channels.

Winterberry Group found since 2003, above-the-line (ATL) spending has grown an average 5.5 percent per year, while below-the-line (BTL) spending, led by search, e-mail and online advertising, grew 7.8 percent annually. These growth rates are expected to continue through 2007, the study predicts. The annual growth forecast for the entire industry between 2003 and 2007 was 6.9 percent.

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