Three trends that will shape digital in 2008; on digital communications.(Digital media and marketing)(Viewpoint essay)

Advertising Age, January, 2008 by Rubel, Steve

Byline: Steve Rubel

The new year is when people like to make predictions. However, I find it more valuable to look at the bigger picture-the trends that will play a role in shaping digital media and marketing over the next 12 months.

Media-advertiser coopetition

Conventional wisdom says never compete with your biggest customers. But that's exactly what's happening in the ever-changing dynamic between advertisers and media partners. Thanks to the web, brands are becoming their own media companies, vying for the same constricting field of attention the media long have dominated. This will force the media giants to increasingly become launch pads for advertiser-created content even as they carefully navigate the resulting Chinese-wall issues....

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