Mugur Frunzetti in online Oct 7th, 2009 | 13 responses
Andrew Bradsford from AOL is trying to guess the near future of internet marketing. Near is about 5 years from now.
In order to know where internet marketing will be in 5 years, we need to imagine where internet will be in 5 years, so AOL created 4 possible future scenarios, all starting from consumers, the kings of internet:
- Consumers will force confidentiality, individual will be very important, social media will go very local (Calin Fusu should have been hapy at this one). Internet marketing will be about trust: trust the brand, trust the jurnalist, trust the site;
- Consumers will have more and more dependence, they will engage more and more, they will disclose information because they feel good about it, they feel they can express themselves this way. Internet marketing will use behavioural data as we try today, but at an deeper level.
- EU and other public authorities, stimulated by consumer organisations will force regulation on full discousure of data, everythig will be open source. Internet marketing will be about understanding the data and interpreting semnatic web.
- Consumers will look for the best price, the best deal, trying to avoid what they might feel “manipulation” by behavioural analysis. They will delete all cockies and personal traces. Internet marketing will return to traditional studies, marketing research.
I’d love to see the third scenario as reality, it will be the best value for consumers!
This is #3 live blogging post in WebIT Sofia 2009.