Up until now, the internet has been thought of as mostly a direct-response medium, in the eyes of marketers and brands. If all goes well, however, we should start to see a big shift in that view of online efforts.

Consumers spend more time with digital vs. traditional media. Digital is magnetic. In the last five years, internet usage has risen by 121%, while offline channels (TV) either declined or remained constant. Key contributors to this growth include increased usage of mobile and social media as well as a shift to more online shopping experiences (nearly two-thirds of consumers shopped online in 2010).

As the media landscape evolves and new competitors arise, advertisers are continually fighting through clutter to ensure their voice is heard among consumers. So, how do advertisers develop messages that resonate with consumers? First stop, research!

Last week, I attended the MRCC (Media Research Club of Chicago) “State of Media Today” seminar.  I had the opportunity to network with many digital research experts. One interesting conversation that I had was with a former Media Director who excitedly told me she switched her career after working more than 10 years at an advertising agency.