The eloquent bar chart here speaks long and loud about changing the marketing mix. It shows where marketers report their business lead come from. Look at it and tell me what it says about the businesses that aren’t at all online:

I picked this chart out of literally dozens of great charts related to marketing, media, advertising and such offered for free in Hubspot’s Marketing Data Box. I realize I frequently criticize survey results and the conclusions people draw, but I love a whole lot of data condensed into a good-looking chart (like this one) so much that I don’t even want to drill down into the methodologies and poke holes in the conclusions.

What I draw from this chart goes back to the absolute fundamentals with the concept of the marketing mix, with emphasis on the word mix. I don’t think every business should run from everything on the right of this chart over to everything on the left. I think it’s a mix because you’re sending messages to different people using different media, hoping to optimize results from a given unit of resources. I do think you have to take a fresh look at regular intervals, so you change your business plan to keep pace with changes in the business landscape.