• Larger budget percentage for online marketing opportunities. While these budget numbers increase year over year, with online gaining more and more of its share of the budget pie, it still seems as if many relegate the Internet portion of their marketing spend to the smaller side. Not to say that all marketing dollars spent on things that have "always worked" should be redirected. That's not smart. I will say though that most companies have sold themselves short on the opportunities that the Internet affords their business.

• More thought leadership. I love how folks on the Internet can go from working in their bathrobes to thought leaders. The Internet is a great enabler and equalizer all at once. What if more C-level folks got out of their country clubs and onto the thought leadership track? If they thought they wielded influence before, imagine the impact if they would just realize that "being online" is nothing to fear, but rather a tool to embrace?

• Stronger bottom lines. Many companies and their leaders are grousing about the economy and its impact on the bottom line. Here's my take on that. If they have not fully utilized the Internet in their marketing efforts then they need to simply shut up. Stop making excuses, Mr. Company Owner. I know that seems rude, but we don't like to hear complaining from people who have not given it their best shot, do we? If many of these businesses that have been set back on their heels by this economy would have embraced Internet marketing five years ago, they might have a completely different set of stronger clients from a larger geography. Heck, they may not even look like they do now, due to the opportunity that was opened to them on the net. They didn't take advantage, in many cases, because of short-sighted C-level folks asleep at the wheel. Casting a wider net on the net will help prepare companies to survive this downturn and future downturns as well. This happens from the top down.