More and better innovation will be top of mind for advertisers this year, according to a recent survey by Next Level Strategic Marketing Group. In the study, about two-thirds of respondents said
upcoming strategies will include innovations, line extensions or new marketing initiatives. Their past regrets are at least partly responsible for the look at new ideas, as more than one-fifth said
they wished they had been less dependent on "tried-and-true" tactics in 2007.
More than half say they plan to launch new ad campaigns this year, but don't necessarily expect
advertising to have that much impact, with only 13% thinking ads will affect their businesses the most. With the ongoing changes in media consumption, like increased use of DVRs and more consumer
online time, there has developed a disconnect with marketers that rely on the same old ad buys year-after-year -- one reason so many marketers polled expect that medium to take a hit in 2008.
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