Small- to mid-sized companies will continue to establish an online presence before they establish a “brick and mortar” presence, according to William Newman, managing principal at Newport Consulting Group. “Online has become the first point of entry into market and it will continue to be that way until ‘the next big thing,’” he says. “For Newport Consulting, our office is our website. We focus our time on our site and with our customers, or their customers.”
Newman predicts further segmentation of digital brands and more outsourcing of digital media logistics, similar to the model Microsoft is using. He says that even smaller companies will adopt the model. “You can’t do everything inside your own four walls anymore,” he says. “And you can’t do all things well at the same time. We will see more outsourcing and an effective price point for digital advertising.