What I think is more important is to use this time of year to summarize what worked or didn't work for your web marketing efforts. I have always been a huge fan of web metrics and the benefits good metrics can provide as to the effectiveness of on-line marketing efforts. This time of year is perfect for running those metrics reports and looking over key project results and trends; at least for the last quarter or two.
I don't usually try to get to complicated here. I limit my scope to where were visitors going, where did they come from and what did they do or view while I had their attention. This information helps me determine a lot about their intent and if they were successful when they came to my site or sites. It always amazes me that there are marketers out there who spend more time on their next project than to take a moment to determine what if anything about their last on-line campaign worked. I guess it is easier to just ask for more budget for their next project.
The results of reviewing these metrics typically guides me to make small changes in my web pages and campaign tactics. Things like better cross linking between key areas of my web pages, placing searched information above the fold on key pages, and continuing to understand what my visitor's task is when they visit are just a few examples. These small changes help make my web pages more effective and provide increased qualified traffic and please my users.
So instead of using this time of year to make predictions on markets that are always changing, spend a little time reviewing what worked and how you can make relevant changes based on metrics.
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