Can it be true? Online marketers are starting to see the benefits in advertising “the old way”? According to the WSJ, many staunch supporters of online advertising are starting to see the benefits of offline ads too.
“The big brands have stepped into this market in a big way, and we can’t afford to play that game,” says Shmuel Gniwisch, chief executive of online jewelry retailer Ice.com Inc., which now spends roughly 20% of its advertising budget offline, up from nothing two years ago.
The company has stopped purchasing some pricey keywords like “jewelry” and “diamond” and is working to develop a home-shopping television program and aggressively to court free product placements on hit shows like ABC’s “Desperate Housewives” instead.