Well we are into November. The home stretch. The retailers and their suppliers around the globe depend on what happens in the next 10 weeks to make their year. Each Christmas business and industry has TIMIDLY increased their online spending but still have yet to take that real PLUNGE. Each year I wonder if this will be the year? The year that they can no longer ignore the dollars spent on the net that out produce the dollars spent on the newspapers, TV and other media. Each year we make progress and each year all the analysts are surprised. (I Can't believe they pay these people to be 'Surprised.' Don't they get paid to predict significant changes before they occur?)
So will THIS be the online Christmas many have always expected? Will the same sorry folks be marched out to tell you not to spend online? How dangerous it is? Marched out like a political attack machine because they know their days are numbered? These people who are funded by those with most to lose. Is this the year they get it? Can they figure out that Google is approaching $800/share for a reason? That they are the fastest growing, most valuable company in the world for a reason? Can they figure out that the newspapers are not only going down in circulation but in readerehip as well?? Same with other mediums. And talk about 'Stickyness'.......Imagine how many MINUTES someone used to read a newspaper or magazine and how many minutes they read now?
There are so many invisible things going on it is hard to keep up with and it will take years for them to even ask the right questions let alone report on it. Imagine the day when companies begin to announce that more than 50% of all their ad budgets will be spent online??!! That day is coming. There is no question about it and it will be an avalanche the likes we have never seen before. This is an inevitability. It could happen sooner than anyone even expected and then the guys we pay to get these things right and predict these events, will be 'Surprised'!!
So for all you analysts that are going to be surprised.....don't be. I just told you what was going to happen. Now figure it out for yourselves and alert your clients. If you don't do that.....prepared to be SURPRISED and then go get a job you can actually do!!
Have a GREAT Day!