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Online Consumer Outreach Goes Mainstream

According to Adweek, for big marketers, using a mix of nontraditional communications channels is nothing new, but there is growing evidence that what was once considered 'experimental consumer outreach' is fast becoming mandatory strategy.

From packaged-goods marketers to automotive companies, heavy reliance on TV is being reconsidered, as tactics previously seen as ancillary grow into mainstream priorities.

Recent Adweek interviews with executives associated with a dozen major brands, which collectively spend more than $9 billion annually in major media, revealed that such clients are rethinking not only how they use TV, but are also upping the ante on emerging media, such as viral campaigns, wireless messaging, blogs and podcasts.

"The main driver behind our increased interest in this area is the amount of consumer pull," said P&G representative Jeannie Tharrington. "Consumers want more customization and more personal communication from us that is tailored to their specific needs. They are looking for this information via the Web, their mobile phones, and other new technology as well."

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