Then – 2008 has certainly given the "Mad Hatter's Ride" a run for the money. It's been a wild year of firsts, fads, and fears – the Wall Street crash and government bail-outs, the election of our first African-American president, Googlzilla gobbling up the world, baby boomers outpacing Gen X/Y-ers online, Warren Buffett losing $13.6 billion, the iPhone, a retail clerk trampled to death by an early shopping mob when the industry feared everyone would stay home, and let's not forget, human communication reduced to 140 character tweets. Need I say more? Publications are already full of the "best of 2008" articles for our retrospective delights, and "2009 predictions" to satisfy our curiosities. But the only prediction I'd take to the bank is, it won't be 'business as usual.' So we'd like to invite you to take a deep breath, and a few minutes to get in touch with your inner marketer/advertiser/technologist.
Now – If we take only one lesson from history, it's that challenging times breed innovation. Not to diminish the tough times and anxieties ahead, but what better to bring out the best and the brightest? When things are going well, it's easy to settle into a rut, or worse, become complacent. While this year has been dominated by large internet mergers and acquisitions, and a failing economy – next year is almost certain to bring surprising success stories to both established and dark horse contenders alike. And the differentiator will not be size, but brains, audacity, and innovation.
Advertisers, publishers, and technology companies will, more than ever, seek the best ways to do more with less, and still maintain a competitive advantage. This creates a fertile ground for new ideas, competition and change. And even though interactive advertising is still scheduled to grow, albeit at a slower rate than originally anticipated, the industry, like the economy, demands change. Internet advertising has not brought us any truly 'new' technologies for 10 years – just iterations based upon the original inventions from the '90's that spawned impressions, clicks, and conversions. Accountability will be king, and those expenditures that don't earn their keep, will be evicted.
So, as we wring the old year out, and ring in 2009, let's take a few minutes to ponder what changes we'd most like to see. In fact, we'd love to hear what you think.
– Layne Salter
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