Top ranking executives such as board directors, CFOs and even CEOs are cutting costs anywhere they can except the marketing budget and are tired of spending money on glossy ads and television commercials that cost more and accomplish less. This is especially true during a time where consumers are spending all of their time on video games and Internet surfing. These executives know that marketing is important to the success of their business, what they are in the dark on is what kind and how much is best.

This is one of the primary reasons that more and more companies are moving their marketing dollars from print and television ads over to direct and Internet marketing. This method of marketing provides companies with fast and accurate measurements of the type of impact their marketing efforts are having on their target audience. The best part is that net and direct marketing only cost a fraction of the cost of traditional media advertising. For example, Daimler Chrysler relies on television ads in favor of events where addresses, profiles and names of prospective customers are available for tracking and collection. They also push online advertising and direct marketing where they can easily measure response rates. They are investing their money in marketing and media outlets that produce hard data to support their return.