Anthea Stratigos is chief executive of Outsell Inc., a media research and advisory outfit she co-founded in 1998. Its most recent annual marketing study predicts $65 billion will be siphoned away from traditional advertising channels in 2009 and spent instead on companies' own Web sites and Internet marketing. Forbes spoke with Stratigos about where the market is going:
Forbes: Even in an age of trillion dollar bailouts, $65 billion is a hefty sum. Can you put this in context?
Anthea Stratigos: To scale that, compare the total U.S. TV and cable advertising revenue for 2009, which is about $66 billion. The marketing dollars companies now spend on their own sites is equivalent to all TV ad revenue for the year. Eight years ago we said that the Global 2000 would be the dot-coms of tomorrow. That's what's playing out.
What aspects of their own sites are these marketers developing?
Page content, Web analytics, search engine optimization and site design. Most of them have invested in social networking platforms to create direct dialogues with their consumers.
What companies have really succeeded in marketing themselves by talking to customers?