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I'll say what Forrester Research didn't quite say in the research report we quoted in this week's Inside 1to1 piece on alternative marketing strategies. What it didn't quite say was: Marketers are cowards when it comes to putting their money where their customers are. If you went by the media that attracts the most money, you would think that customers were researching purchases and making them on network TV and print ads. Nothing could be further from the truth. Customers are researching and buying online. Yet, we still hear and read about the paltry marketing budget percentages allocated to online, email, mobile and even in-game advertising. Percent of marketing budgets is not the solution here. I'm not suggesting that. If I was in charge of a consumer marketing budget I'd put my money where my customers are making decisions and engaging with my products. I wouldn't decide to increase my online budget by 10 percent, for example. Companies need to roll the dice a little. Percentages are for statisticians, not marketers.