Keep Calm and Carry On When Talking Internet Sales
It is hard to keep from being swept up in the “always” and “everyone” talk when discussing Internet impact and sales. 
No, I’m not saying that the Internet has not disrupted “everything,” but I also saying we need to keep perspective and understand percentages.
E-commerce is rising rapidly in the US market, yet inexperienced reporters are quick to blame “every” store or mall closing on the e-commerce sales. The chart from statista does show continued growth of e-commerce, but in first quarter of 2018, e-commerce sales only accounted for 9.34% of all retails sales. A sales by a retailer of 9% wouldn’t get anyone in the door.
In this evolutionary phase, you need a strong media mix and a comprehensive strategy to make sure you are tending to the 9 dollars that are traditional and the 1 dollar that is not (and growing).
Mark Mathis
Mark wrote his first direct-mail fundraising letter in 1981 for the University of Iowa Center for Advancement. The effort raised a few million dollars in undiscovered wills and legacy gifts. From that day forward Mark discovered a love of the big idea that moves the needle. After 12 years at KWWL, Mark became a business owner as a co-founder of ME&V — rebranded as AMPERAGE in 2015. After 25 years of leading creative teams in video production, graphic design, PR, writing and web development, Mark transitioned out of ownership in 2021. Today he serves in an employee role as special projects consultant. He is creatively ambidextrous — son of an artist and engineer — and famous for distilling complex ideas down to a few words and a few visuals. Mark is a writer. When he found that many nonprofits struggled with complex branding puzzles, he wrote the book, “NonProfit-NonMarketing .” He also wrote a novel called “Reenactment.” Mark is an active blogger OneMinuteMarketer® with nearly 1,000 readers each week on LinkedIn, Facebook, Twitter. One of his most popular YouTube videos is on “How to Look Good on Zoom.” One of Mark’s fondest business memories was being named to INC 500 two times and attending the INC 500 conference with other winners. Mark is considered by some a Civil War expert (and that explains his novel). Mark also served as an adjunct professor in the business and in the communications departments at Wartburg College. Mark is a graduate of the University of Iowa and is currently vice president of the University of Iowa Journalism and Mass Communications Advisory Board. Mark is married to state Sen. Liz Mathis, and the two love to travel, even when it means being trapped by a volcano in the Czech Republic for three weeks.
