The below response is from Scott Zalaznik, VP for digital at Sprint Nextel.
"The biggest trends I see are:
- Agencies will need to collapse process, thinking and execution between digital and non-digital resources.
- Digital media will be less about driving ecommerce, more about driving experiences and fulfillment across your channels.
- Mobile becomes a gateway to all things 'in the moment,' with insane growth in reach and a hastening path to more complex use cases and technology.
- Lastly, social, which has quickly become a paid media performance channel, will revert to its roots in complimentary storytelling and building brand equity to support macromarketing campaigns. I believe this shift back to equity will complement the progress the platforms and brands have made in performance. The trend over the past few years has been pure equity, then a shift to likes, then a shift to performance/DR in 2013 -- and now it's evolving to be a combo play.