Earlier this week, ClickZ's Zach Rogers asked some "big brains" to provide their thoughts on what the next year might hold for online marketing, including creative, RSS, video, search, and mobile. John Rich, Interactive Creative Director at TM, points to greater consumer influence and also foresees "a huge impact" by Flash 8. Dick Costolo, CEO of FeedBurner, sees greater sophistication in the tools for managing and measuring RSS subscriptions and reach; also, he says, look for a breakout campaign using podcasts.
Chris Young, Klipmart CEO, sees a greater shift from TV: "We're going to see a lot of video assets move online." And the in-stream video ad inventory shortage will remain a problem, he tells ClickZ.
John Lustina, Chairman of IntraPromote, says of search: "PPC just keeps getting bigger." But he sees local advertisers taking a little longer to jump in. Trevor Hughes, Executive Director of the ESPC, says third-party relationships, particularly affiliate marketing structures, will grow more risky and come under greater scrutiny.
Regarding email, Epsilon Interactive CEO Al DiGuido says "2006 is going to be the year the top-tier players leverage what they have in their customer databases...kind of a segment-of-one communication, as opposed to geographic or psychographic segmentation."
Nihal Mehta, CEO of ipsh!, says mobile will see campaigns that mix print, online, radio, street marketing, events... Mobile coupons will expand and SMBs will begin using mobile marketing.
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