It doesn't take a futurist to see that before long, the majority of promotion will be done digitally. The recession has only accelerated the process. As companies look for ways to spend less, they are abandoning mainstream media like electronic and print advertising in favor of online media.

This is supported by a survey of marketers conducted by B-to-B magazine and reported in its November 16, 2009 edition.

Kate Maddox writes, "The biggest increases (in marketing spending in 2010) will be in online, as marketers shift more of their dollars to the lower-cost, more measurable medium...Online areas that will see the largest increases include Web site development, email marketing, search, social media, online video and webcasts."

Fortunately, there is more to the article than this. With all the buzz about...well, buzz, many people are too quick to abandon "traditional" marketing tools when they make the most sense. The same survey indicated that along with less expensive online tactics, direct marketing and events spending will also rise.

Maddox continues by writing, "Customer acquisition was cited as the top marketing goal for next year, and marketers will use a wide array of programs to attract them. Many plan to get back to basics, using innovative direct mail pieces to cut through the clutter and conducting customer events for face-to-face interaction."

The bottom line here is that the only way to determine what marketing strategy is best is by defining your marketing goals and then using tools that best achieve those goals, regardless of whether they include new or "traditional" media.

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