Jaap Favier of Forrester ended his keynote speech to the first Hamburg AdTech by saying that, after all the research he’s done, Second Life will become the new Google.

It’s about searching for things and its a richer experience – Google is just about text, he said.

He presented findings from Forrester which categorise consumers into:-

• Creators
• Critics
• Collectors
• Couch potatoes

It sounds very similar to the ‘Diffusion of innovation’ curve which we all learned about in marketing with exactly the same approach required. Make contact and talk to the most important groups – here creators and critics – and let them tell the rest.

His full title is: Jaap Favier, Vice President, Research Director of Marketing & Customer Experience EMEA, Forrester Research

• Bio
• Latest Posts

Andy Atkins-Kruger

CEO at Webcertain

Andy is the CEO of Webcertain. He is a trained linguist with 20 years of experience in international marketing, having helped major brand leaders with their advertising and public relations projects on five continents. Webcertain has been operating multilingual search marketing campaigns for over 15 years and is one of few agencies which only deal with international campaigns; the company doesn't deal in single market projects. Andy speaks regularly at conferences around the world.

Latest posts by Andy Atkins-Kruger (see all)

• Be prepared: A personal message from Webcertain’s CEO - May 15, 2018
• Why Someone Else Really Needs To Look Over Your Keyword Research – Especially When Multiple Languages Are Involved - June 6, 2014
• Commercial Russian Dates To Remember: Men’s Day (23rd February) And Women’s Day (8th March) - February 17, 2014