As 2008 mercifully draws to a close, we begin to look forward to a new beginning in 2009 -- or at least we can fool ourselves into thinking things will be different as a result of flipping the page on
Whether you're inspired by New Year's resolutions, the "change" mantra of our incoming president, or just simply like to mix things up regardless of the month of the year or who
resides at 1600 Pennsylvania Avenue, I thought that it might be a good time to explore some new ideas related the online advertising and marketing in 2009.
I polled some colleagues (and added a few
thoughts of my own) about what changes they would like to see next year -- with the exception of achieving world peace through increased ad spending -- and these are some of the ideas, musings and
nuggets of wisdom that made the cut:
Move toward standardized reporting standards so ad networks and analytics can work together to reduce discrepancies and eliminate the need for
publishers to use multiple analytics tools to measure performance.
Appoint a Trade Show, Conference and Summit Czar who can make sense of the dizzying number of events in
our industry that I can no longer keep track of. The new Czar would also have the power to eliminate events that have no real merit, or are held in the Northeast in the middle of February. This person
would also control the selection of speakers to insure that I wouldn't have to hear exact the same group of experts at every event I attend -- except for Gary Vaynerchuk from Winelibrary TV, who
should speak at every conference (actually he might already do that).
Get beyond shortsighted near-term ROI goals and educate advertisers on the importance of branding for long-term
success and long-term ROI.
More straight talking and risk-taking. Surviving and succeeding in a slow economy requires that we cut through the clutter to focus on the things that
really matter to our business. It also provides opportunity for individuals and companies alike to stand out from the crowd by taking risks and daring to move forward when others will choose to step
back, cut back and become more conservative out of fear and uncertainty over when the economy will recover.
Have the ability to find inspiration for my monthly column at any time
during the month that is not on the exact same day it has to be submitted to the editor.
The development and adoption of more standards for the social Web. With the expansion of
social media across the Web, the potential for increased fragmentation in this space accelerates. With a growing number of social tools, sites and applications built on proprietary platforms, the
online community could quickly grow weary of maintaining multiple profiles, connections and conversations across each platform. If you have any ideas on this one, you can contact me on Twitter, yammer, Facebook, LinkedIn, mySpace, email (I think I have 8 of those) IM, Google Talk or iChat.
While this is far from an exhaustive list,
it is a decent place to start. If you were the Czar of Online Publishing, Marketing and Advertising, what changes would you make in 2009?