Seth Godin: According to MarketingVOX, online media accounts for 12% of media consumption. That’s a stunning rise: one out of eight, up from zero in just ten or so years.

At the same time, though, they report that online media accounts for just 2% of ad spending.



This could be because online media doesn’t work (but it does)
or that it’s hard to buy advertising in it (but it isn’t)
or that it’s radically underpriced and a bargain (which may be true).



The real reason is pretty obvious: organizations hate to change. (so do people, but that’s a different story).



Whenever you are faced with a situation where your competition is afraid to change but you can see the reality of the situation, you have a huge opportunity. This is the biggest growth and market share opportunity in at least a decade.



More here.

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