If Online Marketing Is the Future, Why Are Some CMOs Stuck in the Past?
Americans spend an average of 14 hours a week online and 14 hours watching TV. But marketers spend 22% of their advertising dollars on TV and only 6% online, according to data compiled and analyzed by Google. Why are some chief marketing officers and major advertisers reluctant to add digital technology to the marketing mix, despite the Internet's ability to help target huge audiences and build brand awareness? Wharton faculty and marketing experts offer a number of answers, but they also note that CMOs and others will soon have no choice but to start taking advantage of an increasing number of online advertising options.