I think everyone in the marketing world would like to know the future of the Internet and especially what is the Next Big Thing.
If you were hoping for the answer, sorry to disappoint.
BUT there are some things I can say that are very clear:
1. Change will be incremental. Yes, things change faster on the Internet than any other marketing environment in the history of planet earth…. but they still take time. You’ll have time to figure it out.
2. One of the drivers of change will continue to be the move towards faster connections and computers, larger and cheaper storage (the rise of online video being a perfect example of this).
3. The vast majority of things touted as The Next Big Thing, won’t be.
4. What works now will continue to work – such as good website design, content, “white hat” site optimization, good click ad campaign management.
5. Some things may decline in importance, but again, it won’t be overnight. Banner ad response rates are a mere whisper of what they were some years ago. But the decline has been gradual over that time.
6. Nothing will come along that will turn basic marketing principles on their ear.
7. People will continue to spend lots of marketing money doing dumb things online. Many of these will be Fortune 500 companies.
Well, that won’t make headlines in the New York Times tomorrow… but maybe it’ll provide a little perspective.