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A Forrester Research report in the US found that most companies are still hesitant about embracing mobile marketing, social networks and in-game advertising. Mobile marketing is one of the most engaging ways to reach the teen market and even 18 to 24-year-olds. Blogs and social networks are the online places where people recommend or trash products. And in-game advertising is an atmosphere of complete interactivity. To try out the newest new media is important to the business and a way to get in front of the most important people: growable customers.

About six years ago, when I was working for the esteemed but short-lived US version of this magazine. I had lunch with an executive from a huge US telco. Among his hobbies was US business history and he knew his stuff way back to the industrial revolution. This lunch, however, was in the midst of another revolution. It was 2000 and he said, without hesitancy, that the period of 1995-2000 was easily the riskiest in business history.

At the time I thought the next five years would be riskier. But. with hindsight, it's tough to argue the '95-00 era for risk. I also think a good dose of the '95 risk culture might serve internet marketing well right now.

Here's why: all the once-cool, hi tech marketing tactics like email, banners and even rich media are approaching tried-and-true. The problem is that consumers have come to expect new angles, new technology and new content from marketers. New content is an attention-grabber, while new technology is interactive and engaging. Do we have higher priorities than that?

A Forrester Research report released in the US in May found that most companies are still hesitant about embracing mobile marketing, social networks and in-game advertising. I would argue that these three provide the best opportunity to get brands, products and services in front of highly targeted audiences.

Mobile marketing is certainly in its infancy, but it strikes me as one of the most engaging ways to reach the teen market and even 18 to 24-year-olds. Ask Virgin Mobile, which has been quietly and outrageously successful in the US. if it's true. Blogs and social networks are built for specific interest groups. They are the online places where people recommend or trash products. Once again, I don't think marketers have a higher priority than testing them. And in-game advertising is an atmosphere of complete interactivity - another one worth a gamble.

Like a video game, as an industry, we've long passed level one. The battle-tested web-marketing methods will continue to attract more marketing dollars, but the internet has never been safe and sound. Unlike print and TV. it refuses to be static - it's in flux - and that's the beauty of it. To try out the newest new media is important to the business and a way to get in front of the most important people: growable customers.