According to Razorfish, "...today's consumer is more technically adept, open for experimentation and, most importantly, active than ever before." Its recommendations include:
"Act more like publishers, entertainment companies, or even party planners, than advertisers."
"Create content that engages and 'reaches' consumers across channels, provide valuable services over mere advertising, and master an increasingly complicated and expansive content distribution model."
"Rethink the way they create relationships (or conversations) with consumers before it's too late."
The report also examines the impact of widgets, RSS feeds, "advertising as a service," Twitter, online video, iPhones, and new design standards. In short, this is something you should read to stay on top of Web technology and digital content.