Dr. Neil Hair

It came as no surprise to me really that Time magazine got in on the act of web2.0. How could you ignore it given the facts as reported around the world. We're experiencing a peak in blog use, the phenomenal growth of YouTube (the worlds largest television channel that Google for for next to nothing) facebook turning down offers of a $1billion (smart move by the way – you are worth more in projected advertising revenue alone), even the media getting in on the act (posting pictures from peoples myspace accounts in leading new stories). What we are seeing, as I recently co-presented at the one day advertising symposium, is a shift in the role and importance of the consumer in all things commercial. We are cementing our role as marketing channel. Personal brands will of course continue to play a role, how we market ourselves, represent ourselves, and most importantly to the marketer – how we associate with commercial culture. Ive also read my fair share of commentary questioning the life of web2.0, nearly everyone can point to a person who has no current interest in engaging with self publication online. Big deal. They may soon change their minds as the social in social networking takes over. Watch this space, another prediction for you – 2007 will see a phenomenal rise in the world of 'you'.