INTERACTIVE: WEB RESPONDENTS MORE CRITICAL THAN OTHERS

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Marketers who filled out the survey online are much less likely to use their traditional agency for interactive work.

Fifty-one percent of online respondents use an interactive agency or Web developer as their lead resource compared to only 32% of telephone respondents.

Online survey-takers were less likely to handle work in-house, however, with only 15% choosing this as their lead resource, compared with 23% of phone respondents.

When it came to rating their agency's capabilities, online respondents were consistently more critical than telephone respondents. Only 27% rated their agency a 5 or a 4 in knowledge of interactive, compared with 37% of phone respondents. Online participants also think less of their agency's ability to link interactive and traditional media projects, with only 29% awarding a 5 or 4, compared with 40% of phone survey-takers.

Because online users are generally more technology-savvy, it's not surprising that they give higher marks to technology-oriented resources.

For better or for worse, online respondents are just as conflicted as phone respondents about how their agencies should handle interactive work, with 32% voting for a separate unit, 26% for integrating and 32% for alliances with suppliers. That compares to 37%, 27% and 27%, respectively, for phone

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