First, surveys recently conducted show that 34% of media time is spent on the Internet both on a personal and professional level. However, Internet spending is only 12% of the total marketing budget. By contrast, TV makes up 35% of media time and gets 31% of spending. In this recession media budgets are getting cut, and traditional media is losing more than is online. Survey results indicate that an increase in marketing will be focused in the areas of social media projects, online video, search engine optimization and mobile marketing. Newspapers, radio and TV budgets are more likely to be flat or down.

The second reason is that marketers should take prudent risks and implement programs that extend and enhance existing initiatives and invite customers to help drive traffic to a site. Best Buy for example is using Camelbuy which tracks price changes on sites such as Best Buy and others and alerts customers to price drops etc. This is a prudent risk for Best Buy to have someone else potentially sending customers to them.

A third reason is that digital media helps with branding awareness efforts by using techniques like banner ads, search ads, blogs and rating options. Giving customers the opportunity to view ads, read blogs plus providing rating and review options helps others to become buyers of your product/service. There of course is risk in offering the opportunity for ratings and reviews. To me it only creates a “better mouse trap” if you will, and improves customer service, enhances credibility and faith in your product or service.

The last reason that marketing will be more digital, more interactive and more social is that the impact of digital marketing done today can turn into a long-term marketing asset.  What you create today has the opportunity to turn into strong client relationships. Why?

While this media may not replace the entire way we market, it will certainly play a major role. It provides what I call “a web of connectivity” with the customers. So as you begin to prepare for 2010 review your overall marketing mix and become part of the future.

Please take a moment and share your thoughts on this subject.

Until next month,

Nyda