Predicting is an artform

February 3, 2009

This is a post from The Dojo – our corporate blog at TraceWorks. I’m predicting what is definitely maybe going to happen in “online 2009″. Go there to debate it.

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Our dear leader, visionary and founder, Morten E. Wulff gives his personal opinion on what is going to happen in 2009.

  1. After closing down a dozen of expected future revenue driving projects Google will shift all resources into their core business, online advertising. In Google terms this means more of the old “all agencies are middlemen and we want to destroy you.
  2. The transformation from analogue to digital will culminate with the fall of traditional newspapers like Berlingske / NYT and with online passing TV as biggest advertising medium.
  3. After experiencing losses all over the line and with increasing pressure from Google Docs and Zoho on the Office Suite M$ will pull out for advertising trying to save their core business.
  4. The average tenure of a CMO will decline from 18 months to only 6 months. If you know abouth super crunching data, green, online, and mobile then your chances are good though.
  5. Science will be the new creative, and companies like Salesforce, Omniture, and TraceWorks will thrive
  6. Interactive agencies will thrive. The not so interactive will die. The smaller agencies only doing one thing will die (e.g. 1:1 communication agencies and PR). The bigger agencies working cross channel (display, search, social, mobile etc.) will explode in success.
  7. Facebook will keep on surprising everyone growing into the most celebrated and popular media destination of all while becoming the 2nd biggest online advertising vehicle (will surpass Google 2010).
  8. The iPhone will also keep surprising everyone with e.g. 1/3 of all visitors to Facebook using an Iphone. N.B. The CMO that understands how to utilize mobile have a chance not to get sacked.
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3 Responses

  1. Mikkel deMib Svendsen

    February 3rd, 2009

    > Google will shift all resources into their core business, online advertising

    Google’s cores business is not advertising and it is not search – it is datamining! This is where they started and this is whats behind all their strategies. Look closer and you’ll see it :)

  2. Wulff

    February 4th, 2009

    @deMib … sure, agree > “The core business of an organization is an idealized construct intended to express that organization’s “main” or “essential” activity”

    … that is the definition of “core business” – so sure, you’re spot on! I’m not. I was probably thinking less abstract and more concrete like Google will focus more on direct revenue driving activities meaning they’ll shift resources from prestigious web2.0ish projects (like anyone else) back to e.g. Adwords (and probably also datamining e.g. developing semantic search).

    But what the hell do I know :)

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    April 15th, 2009

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