"We’ll get the web anywhere and everywhere. There will be over 10 billion mobile subscribers and 300 million internet-enabled televisions. This will increase appetites for non-traditional content, with half our screen time spent on social networks, UGC, citizen journalism and blogs."
Dennis Woodside predicts digital will get 40% of all ad dollars and "all retailers will go mobile. Couponing, circular spending and formats will migrate, with offers that are more targeted, personalized and accountable."
When it comes to content, consumers will be even more empowered and will increasingly turn to friends and social networks for counsel. "Brands that build web services that foster community and loyalty gain equity; those that rely solely on price and selection fade."
With a "deluge of information (that) could drown out the consumer," will come opportunities for content savvy intermediaries.
"Intermediaries will build business models on curating content and facilitating choices. Tomorrow’s services help answer questions about complex, value-added products and services such as, ‘Which lawyer within 20 miles of my home has expertise on tax issues in living trusts?’ The local and personal becomes more important."