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Internet Marketings Unpredictable Future
By bryan | February 14, 2008
The recent offers made by the big four (Google, Yahoo, MSN and AOL) to collaborate and merge, have sent shivers through the online marketing world. There are many questions about advertising revenues, monopoly’s and conflicting interests. One question stands out above the rest: What does this mean to search?
We have become so dependant on the internet to drive business, CPC has become the pulse of business. The days of being #1 have gone by the way side, and now a smarter, cheaper advertiser demands ROI and accountability. Tools and services we have grown accustom to, are absorbed by larger agencies and ISP providers, before we have a chance to say good-bye. Industry pioneers and elder statesmen are jumping off the bosom of big business and are driving the development of the industries futures, via start ups and spin-off. I read a recent post by Dave Morgan (formerly of AOL), he outlines many of the areas he feels will hold internet marketing’s next innovations. One in particular stands out, and that the vision of the “incumbents”. The observation that the big names are spending more time and money on competition and less resources on the “end user”, could be an early symptom of a lull in search.
Almost all stats and predictions speak of outrageous online ad spends, and continuous growth. But, aren’t we about to visit a “micro-cession”. Historically marketing has been the first expense adjusted during financial crisis. So, how do we quantify these expectation?
Some argue there just isn’t anywhere else to go from here. Or is there?
I ,like many others in the industry, are optimistic. I also have great vision of the future markets that will surface during this time of growth and change (as well as mergers). “Those who spend time trying to perfect the present, will find themselves ignorant of the future” (I think I just made that up). Have faith that internet marketing is in it’s infancy but make sure to prepare for the adolescents right around the corner.
Topics: Industry Secrets | 7 Comments »
February 14th, 2008 at 6:09 pm
[...] comments@internetbusinessmastery.com (Sterling and Jay | Internet Marketing Strategists) wrote an interesting post today onHere’s a quick excerptWe have become so dependant on the internet to drive business, CPC has become the pulse of business. The days of being #1 have gone by the way side, and now a smarter, cheaper advertiser demands ROI and accountability. … [...]
February 14th, 2008 at 6:14 pm
[...] uswebmaster@deloitte.com (US Internet Marketing, Deloitte Services LP) wrote an interesting post today onHere’s a quick excerptI read a recent post by Dave Morgan (formerly of AOL), he outlines many of the areas he feels will hold internet marketing’s next innovations. One in particular stands out, and that the vision of the “incumbents”. … [...]
February 14th, 2008 at 6:17 pm
[...] Andrew Goodman wrote an interesting post today onHere’s a quick excerptI read a recent post by Dave Morgan (formerly of AOL), he outlines many of the areas he feels will hold internet marketing’s next innovations. One in particular stands out, and that the vision of the “incumbents”. … [...]
February 14th, 2008 at 9:16 pm
Well said! “Micro-cession” is a great term (I may have to borrow it from time to time, with credit of course). My view is that the growth of huge outlets is slowing and the technology is becoming affordable to all. This means that we’ll have far more, smaller, resources to choose from. This allows the most intelligent marketers to target their campaigns accordingly.
February 15th, 2008 at 10:30 am
Thanks Doug,
I agree whole heartedly, “Target Target Target” That seems to be the only way to get the needed ROI. I use a results oriented bid management system called “WebTracker”. It manages our PPC campaigns to the tune of 1.5 mil/mos or 500 clients. Webtracker is the next step to a set-it-and-forget-it system. It bids based on the result of the key word(i.e. keyword=lead bid to 1st position…keyword=due diligence bid to bottom of the first page), I no longer have to guess at how much to bid or what words to bid on. I am also beginning to be a HUGE fan of social media. I have tinkered a bit, and feel that I may be a “brown belt” now with wordpress. I am always interested in new and innovative techniques and tips so feeel free to email me or maybe a guest post?? thanks a ton –mike
February 15th, 2008 at 11:22 am
[...] Internet Marketing’s Unpredictable Future | Internet Marketing & Technology Mike has introduced a great new term to the vocabulary… “micro-cession” – how marketers need to think about pulling back from CPC and begin managing targeted campaigns (tags: microcession micro-cession micro) [...]
February 20th, 2008 at 5:40 am
[...] Internet Marketing’s Unpredictable Future | Internet Marketing & Technology Mike has introduced a great new term to the vocabulary… “micro-cession” – how marketers need to think about pulling back from CPC and begin managing targeted campaigns (tags: microcession micro-cession micro) [...]