razorfishdorRazorfish has just released their fifth annual Digital Outlook Report, which explores how to reach consumers in today’s digital media environment.

According to the report, the marketplace is being dictated by consumers, who are using ever-increasing channels and platforms.

In his blog, Guy Kawasaki calls it “a must for people in any Internet business” and shares these excerpts from his favorite parts of the report”:

Trends to Watch

  1. Advertisers will turn to “measurability” and “differentiation”
    in the recession.
  2. Search will not be immune to the impact of the economy.
  3. Social Influence Marketing will go mainstream.
  4. Online ad networks will contract; open ad exchanges will expand.
  5. This year, mobile will get smarter.
  6. Research and measurement will enter the digital age.
  7. “Portable” and “beyond-the-browser” opportunities will create new touchpoints for brands and content owners.
  8. Going digital will help TV modernize.

Trends in Social Influence Marketing by Shiv Singh

  1. Social media usage will result in more influence.
  2. The focus will shift to influencers.
  3. Top-down branding will experience growing impotence.
  4. Social advertising will grow up.
  5. The portable social graph will fuel marketing innovation.
  6. Not just friends, but friendsters, will start to matter.
  7. Social influence research will become more important than social measurement.
  8. Marketers will organize around Social Influence Marketing.
  9. The intranet will join the Web.
  10. Your CEO will join Facebook.

Click here to download a PDF of the report (6.1MB).