Gartner have that famous hype cycle where the peak of inflated expectation is followed by the trough of disillusionment.
Gartner recently predicted that community marketing will hit the Peak of Inflated Expectations early in 2009. As mentioned in previous blog, we are hearing a lot of companies in this space are starting to hit the limits of their funding, so while I generally agree with the peak prediction, my feeling is that the cycle will be condensed and the trough will follow rapidly. The implication for clients and agencies is to vet suppliers thoroughly if there is any long term exposure to your business.
The other thing that caught my eye was the Gartner definition of Generation Virtual (also known as Generation V) “is not defined by age — or gender, social demographic or geography — but is based on demonstrated achievement, accomplishments and an increasing preference for the use of digital media channels to discover information, build knowledge and share insights”.
The paper went on to describe a pretty standard four quadrant taxonomy of social media users but the Generation V definition was interesting because it is behavior rather than age driven.
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