One-to-one marketing: Comment - Don't be blinded by light of technology in BTL's '05 growth

With the proportion of marcoms budgets going to below-the-line steadily rising, marketers of all kinds have been balancing the benefits of brand-building and awareness generated by above-the-line against the nearer-term results and, more importantly, the trackability of those results, afforded by BTL. What actually goes on in the area we sweepingly refer to as BTL has been changing, too. Underpinning all of that has been the pragmatic commercial use of a handful of essential technologies.