(from The Economist)

I saw some figures from Comscore today that put the global online audience at a little over one billion people – and showing China taking over from the US at the number 1 spot.

Seems a long time since we were arguing about whether online would ever make it to the position of being a significant part of the media mix for advertisers.

Sandlines is firmly of the view that 2009 will be a (comparatively) good year for digital marketers – in as much as everyone is hurting, we will hurt least, according to the latest Bellwether reports.

For me, the key to this is that marketers need to think in terms of the people they are marketing to: ie people not simply figures on a spreadsheet.

In other words:

• audience not ‘impressions’;
• individualised/targeted messaging (the right message to the right person at the right time);
• conversations that listen, not just ‘spray and pray’ broadcast.

The technical capabilities to do this are increasingly there, in our hands. Let’s use them! There’s a billion reasons out there to get it right.

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