Radio stations at that time felt that having a radio signal was a license to print money. Businesses flocked to radio and other forms of media to capture the market in advertising. It worked.

Fast-forward to the 21st century and you'll find that era is no more. Radio is rarely afforded easy advertising dollars and marketing is about more than name alone. Brand loyalty is almost non-existent. It's all about, “What have you done for me lately?” If the answer is, “Not much,” you can expect former customers to use their internal GPS to locate new and greener pastures. Marketing strategies need to be reevaluated.

The mere mention of a brand name may draw a “So what” expression from most consumers. There are those flavor of the month brands that draw some buzz, but most businesses are finding they need to replace models quickly and dream faster than their customers who get bored with the latest device or product.

No, it may not be fair. Yes, it might have been easier to simply choose a brand and stick with it, but that's not the way the game is played in this new millennium. What to do?

Well, you could lament this unfair dynamic or you can learn an entirely new set of rules when it comes to Internet marketing.

Advertising choices are no longer simply those associated with traditional media. Business has the opportunity to consider a variety of online media advertising solutions.

Consumers demand that businesses go out of their way to earn business. Services who use an online environment often bid for the right to provide service. The idea of monopoly in business is virtually non-existent. Is it sensible to sit at the local coffee shop and lament the passing of good old days or does it make more sense to get back in the ring and go a full fifteen rounds? This is a fight for your future, a fight for your business – and it's a fight you can win.

Mentioning your product name is not enough to instill trust and product acceptance. You need to go the extra mile. Create an environment that teaches the consumer why they need your product. Provide content that helps them learn how to use it. Give them additional content that allows them to envision what life would be like if they choose to use your product. Make purchase convenient. Insist on exceptional customer service. Do more than you have to and make that your personal gold standard in business.

In some ways the business environment in this century is harder than it's ever been, yet in an online environment you open your business up to more potential consumers than you can imagine. Your extra work in marketing is simply a profound investment in enormous success. In almost every case you can imagine it is exceptional marketing online that spurs exceptional sales growth.

Yes, Virginia, the marketing fight is worth it.