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It’s hard to believe we’ve rounded the corner to the final week before Christmas. This year, for the first time ever, I’ve joined the throng of panic-stricken fools who have yet to start our holiday buying. And what else is there for a crowd-averse computer geek to do in the dwindling shopping days before Christmas but avoid the mall and muse about the year that is just about to pass?
2006 has been a banner year for online marketing. The industry has rebounded with vigour as companies of all sizes jumped on board the integrated marketing bandwagon. It feels a lot like 1999, but much less tenuous. My prediction for 2007 – that the online marketing boom of 2006 is really just the beginning of a real paradigm shift in the entire marketing industry.
Let’s face it, it doesn’t really matter whether our channel of choice is the web, television, print, radio, outdoor, or anything else. In our hearts, we’re all marketers passionate about helping our clients get their message out to the people who need to hear it. And as time online eclipses time with other media, the primary channel we choose to voice that message is more frequently the Internet.
Throughout the year, I’ve read an increasing number of case studies that discuss how offline media has been used primarily to drive buyers to some online widget that forges connection, drives conversation and closes the communication loop. Could it be that as marketing professionals we’re finally learning to play nicely together in the sandbox? I hope so – our clients can only win as a result.
From all of us here at Kinetix Media Communications,
May you experience the best of everything this season has to offer!
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