Saturday, January 12, 2008

If the 90’s were the Telecom years, the 00’s are the Marketing years

I am an Electrical Engineer by education. Did my studies during the 90's and that means I was in the sweet spot: Telecommunication. The 90's was all about it because of several things. If you are unfamiliar with it, do a little research online about the Telecom bubble.

Basically, companies saw the Internet as a magnificent thing, better than it really is, and invested a lot in the physical conduit for the Internet, among other things. That said, the telecom industry experience a great time: new companies came afloat, the FCC was at its peak, the Telecom Act of 1996 was passed, and even in the emerging economies the radio electric spectrum went out for bids everywhere in the world.

We all know how it ended: market crashed, people got fired, companies went broke… and new technologies came up! The industry is fine today, though.

The Internet did not die, we were just a little bit more cautious. In the 00's, the Internet is it. Yahoo and Amazon are still around, MySpace and Facebook came to life, and Google became a colossus. All this because of the faithful revenue stream that remains constant: Online Advertisement.

Low cost of distribution of information has brought limitless benefits to Marketing. It has actually made marketing popular again. Everybody with a Google Adsense account and a small website can make money with it. Will this still be the case in 5 years? We can't really tell, but what we can tell is that Marketing definitely needs to adapt; and it has been doing so nicely.

A successful Internet Marketing campaign (and this applies to anything that is displayed over an IP network including Digital Signage, Email, and Internet Browsing) must not be annoying. In other words, (1) must not try to trick you to click things, (2) must not be disruptive of a real activity, (3) must not be offensive, (4) and must be related to things that I like.

Just take a look around next time you go online. Even Television ads have adapted to the TiVo and DVR years.

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