A multi-channel marketing approach still proves to be most effective as demonstrated in the Effie Worldwide and Mashable poll. The study cites that companies are planning to spend 11.9% of their marketing budget on social media initiatives, while they’ll spend 13% on TV advertising this year. While this doesn’t mean Internet marketing is taking over, it speaks to the benefits of using a multi-faceted communications strategy. Wendy Clark of Coco-Cola tells AdAge that “advertisers are not interested in single-medium conversations anymore.” Have you ever seen an ad on TV, then been sent a YouTube clip of it, liked it and shared it with your friends? If so, you’ve experienced the marketing power of TV and social media working harmoniously. There are further examples, big brands like Old Spice and Pepsi are not replacing their TV spots with a social media presence but using social to create audience engagement and brand interaction. The point, social media when used correctly social is an effective means of extending the impetus of the investment made in the old fashioned 30 second spot.