If your CMO isn't ready for online and adopts a "let's just watch and wait" attitude, then it's your job to let him or her know that you're wasting valuable time by not moving forward -- and quickly -- with interactive because both your consumers and your competitors are already there.

Many recent surveys show that marketers across the board are spending more online:

• BtoB Magazine: 72 percent of marketing execs worldwide plan to increase their spending online in 2006
• ANA: 80 percent of advertisers say they will spend more of their budgets on web ads
• TNS Media Intelligence: 49 percent of CMOs at Fortune 500 firms plan to increase their online ad spending by 30 percent

Don't let your brand get left behind!

As Interpublic Media CEO Mark Rosenthal says, "We are at the tipping point of dollars sailing out of traditional media and into Internet or emerging media."