The recent Bellwether report from the IPA indicated that advertising budgets were biased towards using alternative media.
However getting to grips with using the new tools is not easy. Using Social Networking Sites can be very successful if used correctly – but unlike mainstream media the media is not owned and controlled like the press or TV – it is controlled by the consumers.
The growth in Weblogs or Blogging is another phenomenon that business can use to exploit the Web – in effect creating their own media. The increased availability of blogging tools and sites ha provided a potential channel for all businesses.