It's a Brave New World

It's easy to forget how new the internet actually is. A lot of recent coverage is devoted to following the ins and outs of the new presidential administration's use of the internet to build the national community it promised during the election. Not since Kennedy bested Nixon in the 1960 television debates, has the use of technology been so prominent in politics.

It's hard to imagine that it was only about a decade ago that Clinton ushered the White House into the online world with the creation of Whitehouse.gov, and a mandate that all federal agencies get online. David Almacy, Bush's Internet Director said, "Clinton was the first Web president. Bush is the first digital president, and Obama is the first online social networking president." Even Congress is tiptoeing in the waters of YouTube, though it may take better directing to 'whip' our representatives into a believable presentation. Maybe Oliver Stone is available.

Digital Technology - faster than the speed of....
uh, the latest fast thingy?
It's not surprising that technology leaders, advertisers, marketing professionals, and privacy officers around the globe seem to always be playing catch up. This week an eMarketer report showed the first Direct Mail drop in over 60 years - no big surprise here. But the prior week they also published a report showing that Google, for the first time, is losing, rather than gaining, share in Search. And the hits just keep coming. This week brought us a new Nielsen Report on Social Networking's New Global Footprint that shows "member communities have overtaken personal email." If that's not enough to raise your eyebrow, how about the fact that time spent on Facebook last year not only increased by 566%, its greatest global growth comes from people aged 35 - 49? Even the strongest advocates for social media must be astounded by this speed of adoption.

Couple all these lightning fast changes with a recession spawning massive budget cuts, and I'm sure many marketing professionals feel the need for a long vacation (of the paid variety of course). We've talked about simplifying a lot in the past, but with this schizophrenic environment, it's more imperative than ever. TruEffect does its part by continuing to help advertisers make sense of the digital advertising landscape. It's all about forging meaningful relationships with customers, while spending less time and money on it and, of course, keeping kosher with online privacy regulations.

– Layne Salter

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