Musical Family Tree

The Indiana Music Archive and Online Community

I don't normally post my Small Box blogs on this site but since this one is a little different and addresses some issues that might be of interest to this community I thought I'd post here too. So what are your predictions for 2009? Here are some of mine.





  1. The Mini-Depression- the economy is going to tank, briefly, then begin a swift recovery. The reason I think we aren't going to have a prolonged depression like the 30s is that we are smarter now (in terms of how to navigate out of this mess) and have the web connecting a global economy and creating opportunities to help a quick rebound. But for 6-12 months I think it's going to hurt and hurt pretty bad.
  2. Consolidation Of Everything- with the economy hurting many good companies with borderline cash positions will go down. Other companies in stronger positions will snatch these weaker companies up for pennies on the dollar. This will happen locally as we are already seeing nationally. In the tech sector could even see surprises like Twitter being bought by Facebook or Google. Look for major consolidation in TV, Radio and Print but you probably already know that since it has been happening for a while now!
  3. Numbers Don't Lie- companies that were once just fascinated or mildly interested in viewing their website's analytics will begin demanding demonstrable ROI with all marketing spends. The era of 15% media buy commissions and "throw everything at the way to see what sticks" marketing will pass, finally. Every penny will need to be accounted for. The web is the only platform that can accommodate this. Money, what is left of it, will be shifted to the web strangling traditional media.
  4. The Death of Traditional Ad Agencies- with companies requiring accountability for their marketing budgets, a general reduction in marketing spends and more companies moving their marketing in house or to smaller firms we will see a mass extinction of traditional ad agencies. My definition of a traditional agency is one that only uses the web in a peripheral way, has a large staff with many older employees, high payroll and generally high overhead. These companies will begin to fall like dominoes. The upside is that agile, smaller agencies will spin off from these dinosaurs with some old dogs learning new tricks.
  5. The Rise, And Eventual Fall, Of DIY Marketing- with money tight, traditional ad agencies facing extinction and online tools making marketing more accessible I see more companies and start ups going DIY when it comes to marketing. Most of them will use Social Media and Pay Per Click ads since they are the obvious low hanging fruit for a beginner. They will also realize, shortly after jumping into the Social Media waters, that their website isn't meeting their need to have a meaningful online conversation with their customers. This will be a factor pushing newly minted DIYers back into the arms of the web marketing firms left standing.
  6. Flood Of Start Ups- with mass lay offs and general employment upheaval and uncertainty there is an opportunity for highly skilled workers to venture out on their own. Look for the Obama administration and local governments to encourage these kinds of start ups with a preference on Green technologies, infrastructure, energy independence, etc. Tax breaks, incentives and straight up cash will start to circulate mid-2009 and there will be a little bit of a gold rush. Start-ups will pop up like mushrooms to capitalize on these incentives.
  7. Everyone's Going Green- this is no secret but once Obama is settled in office and congress starts pushing through legislation there will be funds and incentives for everything "Green". This plays into my previous point about Start Ups. Companies need to start positioning themselves now for this change. It will be similar to our build up to WWII in the sense that the entire country is going to be mobilized around this objective of green technology and energy independence.
  8. It's All About Mobile- the iPhone was just the beginning. Mobile devices will get smaller, faster, cheaper and in wider circulation. This means a few things. More people will be accessing the web content via mobile devices. Mobile browsers (i.e. Safari on iPhone) will improve and hopefully Flash functionality will start showing up on most smart phones (i.e. iPhone or Blackberry Storm) within the year allowing even more multimedia to be viewed on mobile devices. Businesses will be wise to have websites that are built with mobile browsers in mind. They will also need to make sure that their listings are showing up for local searches in Google and other search engines since smart phone users are increasingly using their phones to locate products and services. Here is a great article from Marketing Vox with some statistics and additional information about the impressive growth in smart phone search usage. If you aren't listed in Google Local then you will be left behind. This is the engine that drives many of the smart phone location searches (Maps).
  9. Think Local- beyond mobile devices local web search is going to play an increasingly important role in connecting businesses with customers. In fact this past year saw local Internet search finally pass the Yellow Pages as the first stop for local searches- read the study. So getting to the top of your local search keywords has never been more important. Do you own your "city and service" search? We have built our business at Small Box by owning "Indianapolis Web Design" and related searches. Being the first, second or third listing for your product and service in a locally modified search equals more business. Some new companies are going to grow quickly using this strategy, other well established companies are going to shrink or die by ignoring it.
  10. The Ad Wars: Facebook vs Google- advertising next to search results has been Google's bread and butter. It's the reason they can offer sushi and childcare to their employees. It's the reason they are the envy of almost all other tech companies. But can they compete with demographically targeted advertising on Facebook? If you were a dealership selling hybrid cars which route would you go to seek new customers? The first is to target your metro area and specific search phrases including your product's name, etc. The other option is to target Indianapolis users 25-40, interested in "green" products, single or married, employed at Lilly or Wellpoint, college grad, etc. The dealership knows the demographic they are wanting to target and only Facebook can marry it perfectly with their vast list of users. This is not to say that advertising on Google will become worthless. Users still go to Google with high commercial intent to make searches that lead to purchases and Facebook users don't normally log in expecting to buy something. But I think you will see more companies begin to use the new Facebook ads platform since it allows them to have a very specific conversation with the exact demographic they are targeting. I am doing a test run of Facebook advertising right now and will be posting the results in a separate blog. I see Facebook beginning to erode Google's market share in 2009. It's all about targeting and Facebook has a much better shooting range right now.

Tags: 2009, predictions, technology

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Jeb Banner Comment by Jeb Banner on January 10, 2009 at 10:58am
yes, it does seem like the Bush/Cheney team, and to some extent the administrations before them, have completely forsaken their duty to protect the many from the few. That may end up being Bush's legacy more than all the other crazy shit he did including the Iraq war.
Tim McDuff Comment by Tim McDuff on January 9, 2009 at 12:25am
I think we’ll start to see some signs of economic recovery as we near the close of 2009, but this may be optimistic on my part. It’s a great unknown as to whether a stimulus package can have any lasting or even a short-term tangible impact. The last “peoples” stimulus package was largely considered a failure as many recipients were paying down owed debts and bills, but offered no measurable stimulus to the economy at all. The new Obama plan includes a tax break of 300 billion dollars for qualified households earning less than 200K. Unless these are made permanent it may be a completely ineffective plan and would only add to the growing deficit and further devaluation of the US dollar. This provision is mainly to appease the Republicans, but they don’t like that if will go to the middle-class and are now crying foul. We don’t have much choice as further deterioration of the economy depletes the federal tax base which will also lead to an even greater federal deficit problem. Most rational people would agree that a 21st century jobs program and massive restorative infrastructure project plan could theoretically be a great economic boost. If done right a newly trained workforce could build and operate geothermal and or solar energy generating plants. This could have a net positive and lasting long term economic benefit. This is just a simple example. Who knows how long it would take from a planning to execution stage for something on this scale. The environmental studies in some cases could go on for years without some special federal emergency exemption. In California a green energy plant could probably sail through local and state legislatures, but if you try to bring a coal plant online here – forget it. Other states would have their own protocols to follow. Since the US has ignored so many looming problems in terms of an evaporating manufacturing base and our energy systems facing obsolescence that it will be almost impossible to bring this back with any plan at least in the short term. I think it is very likely that he Obama stimulus will almost guarantee huge wastes once the cash is distributed to everyone lining up offering a their brand of job or infrastructure program. The timeline to a meaningful execution of any plan or program is so narrow, that failure on some level is inevitable. The capitalist and the current administration convinced the nation that unlimited consumption and unlimited credit was sustainable as long as we’re seeing positive GDP growth. Not the case anymore with the economy now in deep recession and even some signs of deflation. The annual debt is now approaching 40% of GDP. I trust Obama’s intentions and priorities are in line and he seems to be seeking out some top people to address the problem, but the challenge may be greater than his presidency and maybe the US’ economic strength. Notice all the stimulus packages being rolled out globally? I read yesterday that Thailand is readying an economic stimulus package of their own now. The capitalist have pillaged the country and have sold themselves the rope to hang us all.
Ian Brewer Comment by Ian Brewer on January 7, 2009 at 9:07pm
Comparative study on class mobility
Ian Brewer Comment by Ian Brewer on January 7, 2009 at 7:49pm
The only mobility for the middle class in the US has been downwards for the last twenty years. If you want upward mobility for the middle class, you have to go to a Social Democracy like Denmark or Sweden. Countries that invest in their infrastructure and education systems. Infrastructure spending is a time tested and proven method of stimulating the economy.
Jeb Banner Comment by Jeb Banner on January 7, 2009 at 11:19am
gee Finn, you are such an upbeat guy!

I have faith that we will come through this even though I agree it will be tough. I think we have the right guy in place, Obama, and if anyone has the possibilty to stage a 4th quarter comeback it is him. He's smart, has overall good ideas and has put together a great team. Can he overcome the last 8 years (and more really if you want to dig into Clinton's record a little)? I don't know but what option do we have here but to hope and be part of the solution?
FinnSwingley Comment by FinnSwingley on January 7, 2009 at 10:25am
Massive government intervention is underway. 700 billion got sucked into the banking industry, never to be seen again. I heard on NPR this morning that Obama's stimulus package could include up to a $500 tax break per worker! Well, problem solved, eh? On top of that, the big ticket in this trillion dollar stimulus is going to be "infrastructure investment". This apparently will be paid out the same way that normal federal infrastructure (read HIGHWAY) spending does. Through the same wasteful and fraudulent channels that enormous amounts of money are wasted or grafted every year.

I'm mainly whining here, but I don't see any quick turnaround or even a light at the end of the tunnel. I see a gigantic and continuing contraction that will basically destroy middle class mobility. And it pisses me off.

And yes, the state, faced with a large and suddenly restive population of unemployed or underemployed formerly middle class people, will definitely resort to watching what we eat, drink, smoke, see and hear, to the extent that it is able. They already do to a degree. It's only a matter of time and the right technology.
Jeb Banner Comment by Jeb Banner on January 6, 2009 at 11:25pm
Finn- I think you have good points but I think we, as a people/nation, have the strange ability to re-invent ourselves. We haven't entirely abandoned our pioneer spirit. There will be massive government intervention, obviously since it is well underway, but the real question is what happens on the other side of it? Will the government start watching what we eat, drink and smoke since they have a vested interest as providers of health care, etc.

Ian- I think advertising is actually changing in its nature. It's no longer hitting your customer over the head with a brick, it's starting a conversation. The web is an excellent place for conversations, like now, and companies are learning (or will have to learn) that they need to engage their customers on the web. This can be considered advertising but it shouldn't feel like it to anyone involved- the company or the customer. The days of creating a brand and fooling the world into thinking you are someone you aren't are coming to an end, which is a good thing. The web forces transparency so I recommend that companies embrace it.
Ian Brewer Comment by Ian Brewer on January 6, 2009 at 11:03pm
I agree that advertising is going in house, the company I work for is doing it now. When all you need is an IT person, a videographer and a graphic artist, why spend the big bucks on an ad agency?

While online is probably the only way to go for advertising, I question it's efficacy. I know that there are ads on Facebook and other sites I visit, but I don't even notice them or bother to read them. To be effective, advertising has to be more intrusive. I don't doubt that corporate interests will try to invent ways to intrude on our web browsing (having to click through ads before you can enter a site for instance). People won't tolerate it happening on their mobile devices either, that would be soon subject to strict regulation spurred by an angry public.
FinnSwingley Comment by FinnSwingley on January 5, 2009 at 8:53pm
I don't see the turn around happening as quickly as you do. There are millions of people with few adaptable job skills / educations who are currently employed in dead / dying industries (like traditional advertising). How do you see these old dogs who can't or won't learn new tricks, and or the chronically under employed / unemployable surviving this without massive government intervention?

If the web / technology is the future, it goes without saying that governments are going to try to get a piece of the action through increased on line taxation to make up for a fragmenting tax base from more traditional industries. I was actually thinking about you the other day when I was prognosticating about a future in which small businesses exchange services rather than (mostly unavailable) cash. Government needs its taxes and will have them!

Not to be a major pessimist or anything, but what's new?
Jeb Banner Comment by Jeb Banner on January 5, 2009 at 11:54am
Tim- great stuff there in terms of insight on the tech and green industries. I would love to see your list of prognostications for 2009!
Mike- that's weird. I haven't run into that issue yet.
John- I agree and worry that all this technology is blinding us as much as enabling us. I meant to add to my list that this year would also see a substantial technology backlash with a new Luddite movement springing up in reaction to technology overload and a growing sense of detachment from nature. I guess I might need to make that edit!

Here doggy!

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