Summary
European interactive marketers live in exciting times, with a rapidly growing market, increased credibility and — as economic realities bite — a medium that can prove its worth beyond doubt. But with the excitement comes turmoil, so it's vital to know what's worth spending time and energy on — and what's not. In the next year or so, expect to see ever-more demands on analytics plus video and social media as key channels. Few interactive marketers should spend significant time or money on Second Life or the mobile Internet, though.
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