Executives at interactive agencies are uncertain about how clients will utilize digital marketing in the current economic downturn. Some foresee cuts to experimental media like viral video and mobile advertising, but also expect continued strength in direct-response advertising. Avenue A/Razorfish CEO Clark Kokich said: "When the market crashed in 2001, a lot of traditional companies said we don't have to worry about that. That's not happening. Every brand knows that digital is an important part of their marketing mix."

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