Online media accounts for about one-third of consumers' time, according to Forrester Research, but receives less than one-sixth of all advertising expenditures, according to PricewaterhouseCoopers and Wilkofsky Gruen Associates. So, it's a safe bet that marketing systems will increasingly need to support online advertising.

This is a challenge for current products developed for outbound campaigns via mail, email and telephone. In active campaign systems, even real-time interactions are treated as extensions of traditional campaign flows rather than versions of online advertising.

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