Razorfish releases “Trends To Watch” in Digital Marketing

Each year Razorfish, an interactive marketing company, publishes its “Digital Outlook Report” – a must read for all online marketers. Here are a few excerpts from the report’s “Trends to Watch” and “Trends in Social Influence Marketing” sections as well as the link to download the complete report.

Trends to Watch

– Advertisers will turn to “measurability” and “differentiation” in the recession

 – Search will not be immune to the impact of the economy

– Social Influence Marketing will go mainstream – Online ad networks will contract; open ad exchanges will expand

 – This year, mobile will get smarter

– Research and measurement will enter the digital age

 – “Portable” and “beyond-the-browser” opportunities will create new touchpoints for brands and content owners

– Going digital will help TV modernize Trends in Social Influence Marketing

– Social media usage will result in more influence

– The focus will shift to influencers

– Top-down branding will experience growing impotence

– Social advertising will grow up

– The portable social graph will fuel marketing innovation

– Not just friends, but friendsters, will start to matter

– Social influence research will become more important than social measurement

– Marketers will organize around Social Influence Marketing

– The intranet will join the Web

– Your CEO will join Facebook

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