Pitch ? Internet seems to be following the famous Moore's law

Kapil Gupta, Founder & CEO, OMLogic Consulting

The crash of the Internet ?bubble? in 2000 led to the phase of ?creative destruction? that we are witnessing now. When the dotcom bubble burst, the rest of the global economy was dynamic and perfectly able to absorb the impact of that crash. The Information Technology and Communication industries have suffered the same fate and have eventually matured over the past decade.

The industry of Internet is, by definition, ?decentralized?. So, where does the future of e-commerce and Internet Marketing lay, in this context?

Economic models are now better and it is true that many efforts have been devoted to standardization. What we are currently witnessing is the widespread change occurring at a phenomenal rate. Unfortunately the ?traditional? industry sectors like banking, automotive, retail and traditional media such as newspapers, television and radio, are last to the party. These sectors will have to evolve rapidly to survive.

It is impossible to say what the economy and world trade will look like at the end of this cycle of economic stagnation. But there?s one thing we can be sure of: they will be very very different from what they look today? Internet will be at the centre of everything. But to return to the subject, how is it going to affect commerce and marketing? The answer is simple: massively.

Marketing expenditure is moving to where the customers are: online. The advantages over traditional media lie obvious: online channels are cost effective, provide more measurable results and most important ? provide a 2-way interaction (read: social media). Marketing experts are now thoroughly convinced that the focus of their marketing activities should be on the Internet.

When searching for products and services, search engines have becomes the tool of choice, and there are no signs that this will change in the foreseeable future. Google, however, is not the only top dog. While Bing and Google compete in US and Europe, Baidu and Yandex have been established in China and Russia, respectively. Innovative developments such as mobile and collaborative search and geo-location mean that the complexity of the search marketing continues to grow.

The personalisation and segmentation of the content of websites is becoming increasingly important. An important stimulus for the personalization arises from the fact that even anonymous website visitors can be identified by their URL, keywords or by geo-localization and how they landed on the page. Using specific landing pages and target group-oriented website optimization delivers personalized marketing that additionally improves results.
Given that the activity of a purchaser can now be traced more accurately than most traditional media, our understanding of marketing and business in general, will have to change too.

Marketing experts can draw on a wealth of new channels: ranging from mobile (messaging, websites and apps), rich media (video, podcasts and online games) to social media (micro-blogs, social networks and user generated content).

The problem for companies is to find the latest promising channel and integrate the opportunity each provides into their overall marketing strategy. Social media in this context is positioned to become the center-point of all marketing and a convergence point for all user-engagement, in the broadest sense possible.

There are still many unknown factors about the future of online businesses. One thing is certain though; all studies indicate that the Internet seems to be following the famous Moore?s law. It is estimated that the network will double in volume every five years. At this rate the web is expected surpass all other media and media in the very near future especially because it there?s no ?one? web but many that converge at various intersections.
The future is a source of uncertainty, and for much the unknown is terrifying. For others it is the most exciting experience that they are to live.

The views expressed here are of the author alone, and do not necessarily reflect the views of Pitch

Source: http://pitchonnet.com/blog/2012/11/16/internet-seems-to-be-following-the-famous-moores-law/

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