Above the line? Below the line?
Hey, where'd that line go?
It's time for us to re-think our perceptions of interactive. It's no longer just an add-on to the bottom of a media plan. The ability to reach and engage consumers makes interactive one of the most powerful mediums we've ever had access to. So instead of simply trying to figure out where it fits in your communication strategy, perhaps you should ask yourself if you're actually getting the most out of your interactive marketing.