In the late 1990′s, the tech industry hype machine went into over-drive telling us that the web would replace retail and become the biggest sales channel for every product on earth.
Of course, it didn’t happen. Today, brick & mortar retail dominates purchases – and does so while using the web as one of many communication options and as a small, but important, sales channel.
The hype machine's take on advertising?
The same hype machine is now leaping at social media, viral campaigns, and online video as the voodoo that will rescue the web from a minority role in marketing. (How else do you, bring all those grand advertising dollars to the web-guru's and their VC’s who backed the hype machine?)
Once again, are these broad claims going to be bogus? Or is the theory