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Our Inside 1to1 lead story this week addresses an issue that has puzzled even the brightest marketers. That issue: How do I move my money where the customers are? Companies who aspire to spend their branding millions more effciently need to stop theorizing about the percentage of their total budgets they will put online, or how much they're not going to spend on TV this year. The debate needs to turn toward how money will be spent in below the line marketing activites, not how much could be spent. Companies have been given the keys to reaching customers where they research, make and execute purchase decisions. Reaching them during decision mode has opened up interactive, experiential and word-of-mouth marketing. This week's 1to1 story shows how some companies have stopped talking about this path and started walking it. Funny how success in customer acquisition and loyalty seems to be following them around.