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Like most of you, I’ve been reading (in various places) about the year that was and the trends of 2007. Facebook, mergers, the dawn of mobile, blogs and more blogs, social media, Twitter and video all defined 2007 in some circles, and maybe even yours.
NPR says that blogs are 10 years old (seriously?), and it's been producing a series to commemorate the anniversary.
And as for 2008, for his own reasons, David writes about how if 2008 were to me captured in single word—it would be this: Discipline.
Which made me wonder… what would my word be? For me, if 2008 were to be captured in a single word, it would be this: Perspective.
As Drew writes,
“Step away from people who blog, read blogs, the media, marketing and advertising folks...and you will find a vast majority of human beings who are completely unaware of what social media means.”
Drew's words reminded me of a brief few words I prepared last month, in honor of ClickZ’s 10th Anniversary. As its cofounder, I was graciously invited by Editor-in-Chief Rebecca Lieb. But since I was unable to attend, I wrote a brief reflection, which Rebecca – who succeeded me 7 (!) years ago – read on my behalf at the event.
I'm digressing a little here... but I do have a point. The presentation went, in part, like this:
We’re here to honor the 10th birthday of ClickZ. Your first thought – and mine – might be, “Wow! 10 years old!”… because a decade in the internet marketing space is indeed a long time. 10 years convey longevity, maturity, and endurance.
But like any founder, I think of the birth of ClickZ in more personal terms. My daughter Caroline was a newborn when we launched ClickZ out of our home offices in Boston in 1997.
…only, this isn’t actually Caroline. This is Spain's Princess Cristina and her newborn daughter, Irene, in 2005. (But it’s reasonably close to what Caroline looked like.)
The truth is that Caroline – and ClickZ – was born at a time when the idea of Internet advertising and marketing – and, indeed, much of how we use the internet today – were newborn babes.
The idea of an online web site and newsletter that would help businesses market online was as brand-new as any baby, and many of the online tools and strategies that we have today weren’t *even* a twinkle in anyone’s eye. This is why, for example, I don’t have a Flickr photo stream of Caroline to plug in here, like I might today.
But here’s the perspective that I think is important to maintain. Yes – ClickZ is 10 years old, and so is Caroline. Here she is today:
Like any 10-year-old, she is full of promise and possibility. When I look at her, I don’t think of her past. I think of her future, which will be long, and exciting, and full of opportunities that I can’t possibly – from where I sit – imagine.
This is how I think of ClickZ -- and, by extension, internet marketing, too.
I honor ClickZ’s ability to thrive for the past 10 years in the internet marketing space. But more than that, I am proud to see it grow and flourish beyond today – well into the future.
When I think of ClickZ, the perspective I like to keep is one the reminds me, like this photo, that ClickZ is ONLY 10 years old….which means that it has a future that will be long, and exciting, and full of opportunities that we can’t possibly – from where we sit tonight – imagine.
* * * * *
This is what resonates for me: The truth is that Caroline was born at a time when the idea of Internet advertising and marketing – and, indeed, much of how we use the internet today – were newborn babes.
At the dawn of a new year, in a new time, it's an worthwhile perspective to bear in mind. And that's true whether we are talking internet marketing, or social media, or the intersection of the two.
Your Mom might not know about Twitter or video blogging or even blogging... yet. But as Drew commented, “I don't take this as bad news.... We're riding the first wave of social media. It's not mainstream yet but it will be. And we get to cut the path.”
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Comments
Ann, great post. Perspective is something we (hopefully) get as we have more years behind us. Not everyone, unfortunately, has the wisdom, or as David A. says, discipline, to use that perspective as a learning tool. Those who do can benefit tremendously.
Have a wonderful New Year, my friend.
Posted by: David Reich | 12.31.07
Ann,
Perspective. That's exactly the right word for us to keep in the back of our minds as we forge into 2008.
I love that all of this isn't mainstream yet. What fun would that be?
Happy New Year!
Drew
Posted by: Drew McLellan | 12.31.07
Ten years ago, I remember when internet marketing meant putting up a glorified electronic brochure online, referred to then as a "website". Then came dot com buildup and flame out. We're going to enter a real era of productivity and value from the internet in the next five years. Just you wait and see!
Posted by: Paul Barsch | 12.31.07
Beautiful post Ann! So often I feel like we are all newborns, learning all this social media stuff anew each day. That is the exciting part!
Here's to a great 08!
Posted by: Gavin Heaton | 01.01.08
I agree perspective is an important thing to pay attention of. Do you ever use any tools to promote your business? I currently use http://www.Glyphius.com
Posted by: Dom King | 01.01.08
David & Drew & Gavin -- Thanks for your comments here and for validating the post (felt like I needed it). Happy New Year to you both, too!
Paul -- I agree. That's why I think perspective is so important here. These are exciting times, and things are moving quickly. It's important to put it all in a context.
p.s. And finally -- isn't it interesting to have a spam comment pop up on a post all about perspective? Oy!
Posted by: Ann Handley | 01.01.08
I agree with Drew that it's cool that this stuff isn't mainstream yet. I like being ahead of the curve for a change ;)
Posted by: Mack Collier | 01.01.08
Happy New Year. Excellent post. Too often we lose perspective as we go about our daily routines. The opportunities ahead make each new day more exciting then the one before.
Keep up the great work.
Posted by: Josef Katz | 01.01.08
Mack -- When have YOU ever not been ahead of the curve?! You practically invented the concept of "community." : )
Josef -- Thanks for the kudos, and for stopping by.
Posted by: Ann Handley | 01.01.08
Thanks Ann, it is always good to slow down once in a while and gain perspective. By the way, Caroline is a beautiful young girl. As you continue to assist her as she grows, I am sure you are imparting some Handley family values and traditions. Over the years, your family has maintained these traditions because they, in some way, benefited the family as a whole.
This is a point we should apply to our work with Internet marketing as well. Blogs or journals are a lot older than 10 years and it was software developments 10 years ago that allowed it to work for the masses. User generated media is nothing new. We discussed this on a blog past this past year on Marketingprof. People were sending in photos, writing essays, and other materials for contests many years before Al Gore invented the Internet :-) My mother spent many an hour social networking on the phone when I was a kid and my grandmother did hers when she went shopping everyday.
My point is that there is a basic set of marketing and business traditions that we should take with us when we adapt new technology that enhances our abilities to communicate. One is that business must make enough many to sustain themselves and, if at all possible, make a profit. This is a point that was overlooked by many during the Internet Bubble. Marketing’s job, whether it is creating messaging that gets printed in magazines or on blogs, is to move the customer closer to making a purchase and eventually get them to buy (donate, act in a certain way).
I am wondering what you and your readers believe are the values and traditions we should bring forward as we adopt the next generation of communication tools.
Posted by: Harry Hallman | 01.02.08
Ann -
I recall the push-back that I got from Fortune 500 companies when I headed a New Media consulting practice back in 95. I observed senior executives fighting internally about the marketing value of developing a website. But as their sites became successful, I watched them fight over who's idea it was to put a web site up in the first place. From experience, we can see the same comments happening once again. So while it might be an up hill battle at first, keep trying and good luck to all of us spreading the word!
Posted by: courtney benson | 01.02.08
Harry: You are quite right, of course. Technology changes the speed and reach of a basic marketing tooklkit, and therefore infuses our customers and consumers with a stronger voice. That's the main difference, in my mind, between your Mom's social networking and, say, yours or mine.
Courtney: Once again, we live in interesting times, again full of promise and possibility. And just like during the 90s, it helps to be discerning.
Posted by: Ann Handley | 01.02.08
I find online marketing like a tree that has grown new branches and leaves over the years, each of which has slowly grown more mature. What's interesting is the growing human/personable aspect. There's much to be learned and grown into - great promise lies ahead for sure.
Happy 2008!
Posted by: Mario Vellandi | 01.03.08
Nice, Mario. Thank you for adding your perspective.
Posted by: Ann Handley | 01.03.08