The power of searchable interactive multimedia has quickly made online marketing an essential part of any comprehensive campaign. The importance of the internet to pull marketing is clear, as consumers turn to the internet to actively search for more information on certain products.

However, the relevance of the internet to brand building and general push marketing has yet to be well established. Results from a 2009 Forbes survey of marketers suggest that the internet is becoming more of an instrument of “demand fulfillment as opposed to demand creation.” Marketers are far more likely to view conversion (82%) and registrations (55%) as a gauge of successful internet advertising than brand building (31%) or reach (14%).

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