The current recession and "doom and gloom" surrounding the economy can be less than motivating (it pretty much sucks), but it does provide us with an opportunity that we cannot overlook. It gives us the chance to get our business in order and prepare for the next wave of growth.

The development of successful social advertising/marketing programs is not only possible, it will be required. This statement has spawned an industry of social media vendors, tools and experts. The socialization of media is a true shift in control from media outlets to individuals and it is incredibly disruptive. As consumer attention is increasingly directed to nontraditional or social media, consumers using traditional media are getting harder to reach with marketing messages (thanks in no small part to TiVo). But the really interesting part about the shift to social media is that it is forcing marketers to reevaluate their relationships with …

As a communicator, I always appreciate the deepening quality of conversation over time. Within friendships, romances, business relationships and the intellectual space I share with any number of group, I crave this; I stir this. In fact, immersed this past weekend with a national group of agency executives -- ever-restless, as I am, about the "agency" moniker itself -- I was most enriched by the elevation of business and marketing themes. Getting beyond the buyer/seller call and response, keeping the transactional in a more critical context -- we are talking about advertising in a different way. As we should. This …

I'm not into end-of-year advertising industry predictions, so I'll spare you. However, there are several important shifts that have crystallized in 2008 and are further unfolding as we enter 2009.

We're going to see a significant number of leadership changes in our industry over the next twelve months. Like it or not, it should be expected. Not only will the overall ad economy shrink this coming year, but so too will our online ad sector. Online ad companies that were budgeting double-digit growth, start-ups that were depending on robust financing environments and traditional companies that were hoping to fund digital growth with analog profits will all have to reset their businesses in one way or another. For many, this will mean management shake-ups, and it won't be pretty.

What's the state of online research and media planning tools? For years and years, the two primary tools for media planners to gather site data were Nielsen and comScore, and the primary tools for gathering research data were eMarketer, Jupiter and Forrester (which are all still quite valuable). As we enter the age of digital data streams, we enter an age where companies are beginning to truly automate the planning process.

The widget is not a marketing or advertising strategy, at least not by itself. The discussion surrounding what marketing will become in the "post-advertising era" is reaching a fever pitch. While the death of the 30-second spot has been discussed, and much exaggerated, for some time, the difference this time is that people aren't just saying "there is a problem" -- people are actually proposing solutions. It's no longer a discussion as to the "need" to get involved in social networks, and other social media, but "how" marketers are going to get involved.

As we guide our businesses in today's market, and new relationships are forged between media and marketing, branding and performance, science and art, age-old conversations on media and consumer marketing practices have gotten much more interesting. There is just more to consider -- no matter how singular your objective. And, with a more expansive take on conventions and practices, passions ignite.