Today, I read a great article that asked when CMOs (chief marketing officers) would receive the wake-up call that budgets need to be shifted toward online marketing. This is not to say that all of your marketing budget should go online, but, not surprisingly, traditional media is declining, and online marketing is increasing.

Speaking from an insider’s perspective, it’s clear that this trend is increasing, but I agree with the article’s author that some CMOs may be waiting until there is a fire lit under their feet to create such a drastic shift in budgets.

However, I also empathize with those in this position. It must be hard to invest so much time and energy in traditional media and to think you’ve got the answers, only to have the rug pulled out from under you. So, of course, CMOs are scrambling. This is a problem in itself because, now, they’re hopping on media bandwagons that they don’t even know how to utilize, analyze or qualify.

At TMPDM/15miles, it’s our job as an agency to try and prevent situations like the above from happening. We know that traditional media is experiencing rough times, but print Yellow Pages remain a valuable resource. Our job is to focus on how you should be reallocating your budget. The most-sensible move is to move a portion into online marketing, but, for each advertiser, it’s different. That’s why our media-agnostic approach encourages advertisers to see the end goal of getting more consumers to their websites and door steps. The means to do this vary by advertiser, but we take a close look at all media channels to determine the right fit.

Advertisers and brands should get into the habit of constantly analyzing where they’re at, and where they should be. It’s like my 401(k). I can afford the risky investments right now, but that won’t be the case 10 years from now; what I decide then won’t be the same as what I need 10 more years down the road.

In a nutshell, if all advertisers looked at their businesses the way they look at their portfolios, we’d all be a little better off.