Why aren't companies advertising where their target market spends the majority of their time? Consumers in Finland already spend more time on Facebook than TV, spending 2.5 hours on Facebook per day on average.

Overseas in the U.S., a study shows that social media usage has increased by 356% since 2006 (NETPOP RESEARCH, April 2012). It wasn't until the year 2010 that spending on Internet advertising passed newspaper ad spending. The trend continues, and there are major advantages for those that are willing to adapt faster than others.

The move to digital is clear, and it continues to grow. The critical decision is how to allocate resources to align up with consumer behavior in today's market.

Customers are adapting, so a clear strategy is necessary.