24/7 Media Inc. is scheduled to release its latest study of benchmarks, best practices and attitudes toward online advertising today at the Jupiter Media Metrix Online Advertising Forum in New York.
The study surveyed over 500 Internet marketing decision makers in North America over the last six weeks with the aim of gaining insight into perceptions of the value of online marketing, and
sharing key lessons learned about online marketing effectiveness.
According to the findings, marketing managers with more than six years of experience were more optimistic about the future of the
online industry than their more junior colleagues. These more tenured managers anticipate a greater growth of online marketing budgets in 2001.
The study also suggests that interactive marketing has
matured from a testing or "trial by error" phase into a building phase where decision makers grow budgets based on past campaign successes. Significantly, over two-thirds of the respondents expect to
increase their online budgets over the next 12 months.