It seems that DMO are blaming online media for not working effectively. I would argue that the reasons this can be the case is that a lot of online advertising is placed on the wrong sites or probably even more likely what happens when an interested traveler clicks is not the expected result. How many DMO are doing research on the importance of landing pages to convert? Where do they send the click? To the home page or a truly convincing and effective landing page that takes the clicker to the next logical step in the travel decision making process?
I've long been an advocat of campaign specific, branded micro-sites that would increase the effectiveness of the online ad spend. Other industries do this successfully. The main reason for this is that too many DMO sites are overloaded with information that often is there because every possible consitituent has to be kept satisfied. It's like wading through an information jungle, rather than walk along a well kept path to the reservation.
But, what seems to me the most basic requirement for DMO is a total review of their marketing budgets and prioritizing expenditures, before allocating some funds from often shrinking budgets to online media. It can't be considered an "add-on" but the entire marketing effort today should revolve around the website as the core asset of the organization. I doubt many DMO are taking that approach.