One last prediction for 2011 from new Geomentum CEO Sean Finnegan who writes:
“A serious shift of focus and funds towards the Utility aspect of Advertising as Brand Marketers place real emphasis on Engagement over Exposure. Brands will increasingly adopt accountable, functionality based media vehicles that a customer embraces and use for their personal benefit. This implicates allocations of time and resources towards Applications via Mobility as well as Interactive paths through Traditional Media.
I also envision the Data Privacy debate heating up to the degree that consumers realize the relevance and revenue potential of their PII and begin to actively manage it with third parties.”