Coke's Steele

Digital marketing executives interviewed by AdAge spell out what they say is the most important trends or the biggest challenges to be surmounted in the digital world.
One challenge cited by Carat's David Verklin is that of integrating online and offline media efforts. The rate at which new media channels are emerging is what Tribal DDB's Matt Freeman sees as the biggest issue to be dealt with in 2007. And Shane Steele from Coca-Cola says measurement will remain a problem for marketers, especially since waiting for a medium to evolve and stabilize is not an option.

In terms of trends, the rise of online video is mentioned by eMarketer's Geoff Ramsey, Mike Vorhaus from Frank N. Magid Associates and Curt Hecht of GM Planworks.

The rate of adoption and the increasing ease of video creation tools will also contribute, they collectively say, to online video's playing a bigger and bigger part in marketing plans for the foreseeable future.