I hope this fortune teller is right!
I skim dozens trade articles daily to keep on top of the ever-changing world of internet marketing. One of my favorites is a MediaPost blog called “Online Spin”which features posts from different leaders in interactive marketing. This is one I typically land on and read despite the craziness going on around me. This craziness is brought on by the complex world of internet marketing. From the time I transitioned from traditional media planning to interactive over a year and a half ago, the scope of online marketing has changed a ton. Newer options have become more widely adopted such as behavioral targeting (which is supposed to REALLY take off in 2008), dynamic ads, widgets, you name it. So many companies have consolidated, purchased each other, merged, gone under, that it’s all I can do to keep up with it all.
While I love the challenge of keeping up with all that is going on online, when it comes to executing a buy or putting together a plan, it gets exhausting to remember it all your options, evaluate, and execute! Today I read an “Online Spin” that brought me hope and made me jump for joy. The blog, entitled “Pain Over Complexity Will Drive Advertising Innovation,”features Max Kalehoff and his predictions for web marketing in 2008. I’ve noticed more of this type of editorial in the past few weeks, and they are fun to read, especially now that I have over a solid year being totally immersed in the web. This one, however, was different. Instead of outlining things like what user generated content will do and increased measurement, it predicted simplification!
This quote spoke to my soul just like my first reading of T.S. Eliot’s “The Wasteland.”
Sure, there will always be specialists with important roles to play, but it’s a massive problem when an industry begins to characterize itself by inaccessible silos and geekery. Perhaps the biggest problem with this mentality is that it spawns black boxes and breeds a keeper of the flame mentality. That ultimately thwarts advancement.
But this complexity epidemic has spread to virtually every corner of online advertising not just search. The result is a darkening cloud of frustration, inefficiencies and skepticism building among many marketers small and large, despite undisputed benefits and unprecedented ROI. I’m not suggesting all the great new advertising technologies and capabilities aren’t wonderful and exciting, but the blunt, underlying pain of convolution is nearing its threshold. Marketers don’t need any more features, options, solutions or clutter. What they need is relief and clarity.”
All I can say is I hope this guy is right! While online spending has been growing so quickly that we can’t doubt that it’s here to stay, I yearn for the days that the medium is embraced by all. As mentioned in the article, simplification will help this!