Digital Marketing Trend forecast for 2010. Not surprising, but take notice:

Marketing as Conversation: Listen, facilitate, and create advocacy. Marketing is less about pushing messages at consumers and more about co-creating experiences with consumers. 

Media: The New "Creative:' Marketing message distribution-timing, context, and relevance—is as important as creative execution. 

Marketing + Math: Data quality, quantity, and accessibility have brought math to marketing. New digital tools, predictive models, and behavioral targeting will turn insight into foresight. 

Mind the Gap: Marketing spending in digital media is far from commensurate with consumer behavior shifts—when will the divide between traditional and nontraditional media end? 

The "Digitally Savvy" Organization: Technology without an aligned organization, the right talent, and a progressive culture is inadequate. Functional skills are rising to the level of brand strategy. 

The Network Effect: Partnerships and collaboration among agencies, media companies, and marketers will grow in number and depth. New players will assume important roles and continue to reshape the value chain. 

American Association of Advertising Agencies


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