Finding the Next Big Thing – By Jazette Pester

by Colleen on August 16, 2012


Those of us who have been in the industry for a significant amount of time know that this business is all about innovation and figuring out the next big thing before someone else. Over the past 10 years, we’ve seen a lot of different niches that have defined eras of online marketing.

The early 2000s marked the age of email marketing. At that time, email was the cheapest, easiest and fastest way to get offers to the masses and make money online. As email marketing became more competitive, publishers needed to find new ways to market products and services to keep their profits up.

Media buying, display and social media were then discovered as a new and lucrative traffic source for a variety of different niches.

Most recently, we’ve seen everything from ringtones to education offers and Facebook applications, which have been extremely successful for our publishers.

So what’s the next big thing for online marketing? To be honest, someone is probably working on it right now. As for me, I see a couple of possibilities emerging that publishers and advertisers should begin to prepare for.

WAP Pages and SMS Traffic
If you’re an advertiser and you haven’t started creating WAP pages for your networks to use, you’re already behind. Based on a study by mobile analytics firm Flurry, in 2011 consumers spent 23% of their media time on a mobile device, while only 1% of advertising dollars were dedicated to this media source. This is a huge gap which I’m sure will begin to close significantly over the next 12 months. Getting a head of the game before a traffic source is saturated is crucial to running a successful campaign.

Monetizing Your Apps
People are always talking about the hottest new app they found that allows them to do almost anything on their phones. Consumers can buy movie tickets, make reservations, and even open and close a bar tab on their phone. If you’re an app developer, taking advantage of advertising opportunities on these applications is essential for your business. Even major social media moguls like Facebook are behind on this, losing millions if not billions of advertising dollars by not having effectively implemented ads into their apps.

Alternative Monetization Methods
As I said before, innovation is the key to finding the next big thing. Finding alternative ways to monetize on your existing marketing methods is one of the easiest ways to increase revenue. By using alternative platforms, you can find ways to geo-target offers and website traffic, ensuring that every visitor is producing revenue. There are all sorts of creative ways to do this from monetizing non-targeted traffic, 404 pages or even adding pops to your current pages.

While these may or may not be the next big thing, as publishers you constantly have to be evolving and trying new things. Just be sure to keep up-to-date on industry and consumer trends, and who knows, you could be the next internet billionaire.

Jazette Pester is a Senior Affiliate Manager for, a division of Media Breakaway, LLC.

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