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JupiterMedia’s key trends in 2008

I gave a speech yesterday in Oslo on Do It Wrong Quickly and you can download the slides for the talk if you are interested. But I hung around to hear Edward O’Hara talk about the Key Trends in 2008 and thought you might be interested in hearing what he had to say, also. Edward leads JupiterMedia’s Nordic group and is a frequent speaker on Internet trends, especially as they affect marketing and media. I’ve heard Edward talk before, and have always been struck by his ability to sum up current goings-on without making the kind of showy and extreme predictions that make headlines but have the inconvenient quality of not coming true.


Here are the top trends, according to Edward:

  • Media Fragmentation Continues. Media will continue to fragment by content, by time, and by audience, Edward says. He made the interesting point that the media provider (NBC, The New York Times) is no longer the brand—”the story is the brand.” People want to read the stories they care about and don’t care as much about who gives them the information.
  • The Rise of Social Media Marketing. Edward says 2008 is the year everyone realizes how important this is: “14% of Europeans use social media today—that will rise to 40% in two years.” And he adds that it is a deep involvement: “40% of social media users use it every day” and “Networking sites generate more pages views than any other category.”
  • Internet Video Arrives. 25% of the audience indicated they use Internet video every day. Edward says that broadband is driving huge increases in usage. He noted that 154 million Americans have broadband access and that the number of Chinese will surpass that in two years. So far, Internet video is complementing traditional TV, but eventually “it will become a cannibalizer,” according to Edward.
  • Mobile Media Marketing Emerges. Pundits have been predicting this for years, but Edward says that within two years, most European Telecoms will move to reasonable flat-rate pricing that will change the reticent behavior most people have to use mobile phone services. “People have been taught that using the phone is expensive,” Edward told the audience. He cited statistics that the same people are using PCs and mobile phones, but that they use an average of 7.8 computer applications versus only voice and text messaging on phones. When Telecoms take away the difficulty of knowing what it will cost, Edward predicts usage patterns will skyrocket.
  • Globalization. We all know this one is coming, but Edward reminds us that we’ll have 1.5 billion to 2 billion new Web users by 2011, placing nearly 25% of the world’s population on-line.

None of Edward’s predictions are earth-shattering, which is why I tend to think they might come true. It’s helpful for all of us to remind ourselves of what is going in with the Internet marketing revolution that is underway. It’s not stopping anytime soon.

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Mike Moran

Mike Moran is an expert in digital marketing, search technology, social media, text analytics, web personalization, and web metrics, who, as a Certified Speaking Professional, regularly makes speaking appearances. Mike’s previous appearances include keynote speaking appearances worldwide. Mike serves as a senior strategist for Converseon, an AI powered consumer intelligence technology and consulting firm. He is also a senior strategist for SoloSegment, a marketing automation software solutions and services firm. Mike also serves as a member of the Board of Directors of SEMPO. Mike spent 30 years at IBM, rising to Distinguished Engineer, an executive-level technical position. Mike held various roles in his IBM career, including eight years at IBM’s customer-facing website, ibm.com, most recently as the Manager of ibm.com Web Experience, where he led 65 information architects, web designers, webmasters, programmers, and technical architects around the world. Mike's newest book is Outside-In Marketing with world-renowned author James Mathewson. He is co-author of the best-selling Search Engine Marketing, Inc. (with fellow search marketing expert Bill Hunt), now in its Third Edition. Mike is also the author of the acclaimed internet marketing book, Do It Wrong Quickly: How the Web Changes the Old Marketing Rules, named one of best business books of 2007 by the Miami Herald. Mike founded and writes for Biznology® and writes regularly for other blogs. In addition to Mike’s broad technical background, he holds an Advanced Certificate in Market Management Practice from the Royal UK Charter Institute of Marketing and is a Visiting Lecturer at the University of Virginia’s Darden School of Business. He also teaches at Rutgers Business School. He is a Senior Fellow at the Society for New Communications Research. Mike worked at ibm.com from 1998 through 2006, pioneering IBM’s successful search marketing program. IBM’s website of over two million pages was a classic “big company” website that has traditionally been difficult to optimize for search marketing. Mike, working with Bill Hunt, developed a strategy for search engine marketing that works for any business, large or small. Moran and Hunt spearheaded IBM’s content improvement that has resulted in dramatic gains in traffic from Google and other internet portals.

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