Okay, we've had our say (see related story). But what do MediaDailyNews readers think were the biggest stories online in 2003? Spam, spam and more spam. That's not everything, but it is a lot of what
MediaDailyNews readers had to say when we asked late last year what they thought.
Loren T. McDonald, vice president of marketing at EmailLabs, wrote that it wasn't just the consumer movement and
the efforts of federal and state lawmakers. It was about a greater movement, McDonald said: "People want control of WHO communicates to them, when and how they are communicated to, and what
information those companies can share with others (including internally)." That was played out in 2003, McDonald said, in the do-not-call list, CAN-SPAM and state laws, and state laws like the
California Financial Privacy Act.
Rick Neufhoff, vice president of marketing at E Management Group, agreed that it was the controversy over opt-in email subscribers vs. spam. Gail F. Goodman,
chief executive officer of Roving Software Inc., said that it goes beyond legislation.
"The real spam story of the year has been the growing consensus that legislation is only a first step and
that a technology solution involving sender authentication and reputation will ultimately solve the spam problem," Goodman wrote. "Leading Internet service providers, email marketers, associations and
coalitions are now beginning to work together to bring sender authentication and reputation technology solutions to fruition. This spirit of industry cooperation to solve a major threat to online
communications will be one of the big stories to watch for in 2004."
But spam wasn't the only story readers brought to our attention.
David Berkowitz of eMarketer points out several, including
the rise of Howard Dean via blogging, Meetup and other interactive methods, proving that there is a vast and lucrative political audience online. And a second blog-related one: Elizabeth Spiers
getting a job blogging for New York Magazine, showing that even if blogging itself doesn't tend to pay the bills, it can lead to a paying gig down the road (if you're good)." He also pointed out the
emergence of Wi-Fi, providing a forum for wireless Internet adoption in the United States that doesn't have to be limited to mobile phones.
James Kiernan, associate media director at FCBi in New
York, adds the rise of ESPN motion.
"Finally a true cross media brand has leveraged its television expertise and made it an integral part of its online expression," Kiernan wrote. "Enter ESPN
Motion. ESPN.com's proprietary technology self-described as being half-Internet, half television. Unlike many other online video products on the market, there is no streaming involved which makes
Motion fluid and pleasing to the senses. And ESPN was bold enough to house Motion on their front page. The product presents advertisers with the unique opportunity to deliver emotionally engaging ads,
all while catering to the male audience with the short attention span."
Kiernan also points to another development, major ISPs and search engines taking the "pop" out of pop-ups, incorporating
pop-up blockers into their services.
Keith Pettersen of RedZone Global US nominates Yahoo!'s purchase of Overture and Inktomi.
"The 'fallout' from these acquisitions will be far-reaching over
the next year. Both MSN and Google are scrambling, and this acquisition is going to further consolidate the portal space on the Web," Pettersen writes.
Karl Zetmeir finds the uproar over
client-side advertising has quelled.
"Court actions have vindicated the technology, consumers have accepted advertising as a way to get free software and services. Major advertisers have accepted
the technology as a bona fide if not ethical form of ad delivery," he writes. "The door is open to new electronic ad delivery systems such as telematics and other GPS delivery. Still, I suspect the
story has not completely played out and there will be more to be told during 2004."
Jack Lyness, senior vice president of e-agency.com, says there's a shift going on in the Internet.
"I hope
you will give mention to those emerging stores that change their customers' online habits, making online buying, shopping, learning or leisure a refreshing experience for them that instantly becomes
part of their new way of life," he writes. "Without putting too much into it, those online enterprises that change users' daily lives. Shutterfly and Netflix were that for me, for example, in the
leisure category."