"It'll be tough at first, but we think we'll be able to attract more traditional companies," Davis said. "The early barometer shows lots of interest."
Indeed, @d:tech's May event will feature several case studies showcasing traditional companies' online marketing efforts. PepsiCo Inc., America Online Inc. and Adobe Systems Inc. have agreed to participate.
Jason Hester, content director for @d:tech, said the ongoing Internet fallout affords traditional companies the opportunity to learn more about how to integrate digital marketing into traditional marketing at their own pace. "They didn't necessarily buy into the hype" surrounding the Web, he said.