Find out what advantages this strategic marketing manager believes the internet offers over direct mail.

Over the last 10 years, Kendall Rountree has focused on many aspects of direct marketing and brand management. After graduating from college, he began his career working for one of the top brands in electronics, Circuit City. While working there he learned print advertising and merchandising and even dabbled in graphic design. Moving further along in the electronics category, Rountree worked as a merchandising manager for a small start-up firm called firststreetonline.com. In this role he sourced and marketed products on the internet, catalog and USA Today print advertisements.

After leaving the electronics business, Rountree moved to Capital One, where he serves as strategic marketing manager for Capital One Auto Finance.

iMedia: With P&G's recent announcement that it's pulling some dollars from network TV, and ZenithOptimedia's new predictions showing internet advertising increasing, it seems "spray and pray" is starting to feel some pressure. Is this a good thing for interactive marketers? Has it opened some budget for you?

Kendall Rountree: Yes, this type of thinking from Capital One management has opened up some online marketing budget for us. As you know, we spend quite a bit on television with the David Spade spots to increase our brand awareness; however, I believe our management has recognized the power of online marketing. As a result, marketing managers who work on each Capital One line of business are testing more in the online space. 

iMedia: Following up on that, how has the media mix changed for you over the last few years?

Rountree: Our media mix from the Capital One Auto Finance side has not changed much. We have been predominantly online since we acquired Peoplefirst.com and have been doing a healthy mix of search, traditional banner advertising and some online partnership deals.

iMedia: What do you think is the greatest benefit of online advertising? The ability to measure? Precisely target? Gather data? Something else?

Rountree: Originally working in the direct mail industry, I am most impressed with the speed to market. The ability to change creative, launch dates and where you advertise is amazing compared to direct mail. In direct mail, we were working with 90-day timelines to prepare creative and lists and then another length of time for a good read on response and risk of the respondents. With online marketing, I can change my media plan, creative and launch dates just days before launch. This is especially important as we can learn what works and doesn't work and optimize our media plan accordingly.

iMedia: Is there a "killer app" for you? What is it (email, search, advertising on certain sites, integration of advertising)? Why do you believe that works for your company/product/service?

Rountree: Search has been terrific. It attracts people when they are actively seeking auto loans.