Mainstream consumers are going online in droves, demanding digital experiences that are intuitive, engaging, and relevant. What happens when experiences don't measure up? Consumers take their business elsewhere — or worse, they use new social channels to warn others off. Humanizing the digital experience was the focus of Forrester's Consumer Forum 2006.

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The next generation of marketing is more than just adopting emerging, consumer-generated "Web 2.0 channels" like blogs or wikis. Forrester believes that firms and consumers are undergoing a fundamental shift, which we call Social Computing: a social structure in which technology puts power in communities, not institutions. To thrive in this era, companies must abandon top-down management and communication tactics and become part of a community with their employees, partners, and customers.

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As consumers eschew traditional advertising formats, word-of-mouth (WOM) marketing has started to attract a great deal of business interest. The top issues facing WOM marketers today are ethics, measurement, and how to get started.

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Today's marketing organizations are broken. Three out of four marketing departments have reorganized in the past two years. Almost 80% of marketers don't influence a critical customer interaction like customer service, and 85% don't even own the "four Ps" of marketing anymore. To regain effectiveness, marketers must transition to a Customer-Centric Marketing Organization.

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As interactive marketing becomes more critical to the marketing mix, firms are reevaluating the structure and makeup of the teams the support the function. What are the organizational trends today? What organizational models work best? How can interactive marketing teams integrate and work effectively with other marketing functions?

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Consumers are more influenced more by personal experience and the experiences of others than by corporate-sanctioned messages. Marketers can no longer afford to ignore consumer generated content — they must listen to, and nurture, individuals talking about their brand and recognize that they must relinquish some control.

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Mobile marketing — at last more than hype — is a viable and growing marketing channel today. How should marketers prepare for mobile? What best practices will help them maximize the value of the medium? How big a priority should marketers make mobile?

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