D i g i t a l C ommunications E m e r g e gather insights from the massive amount of data that will be collected from the multiple inputs and interactions that we have with customers. Agencies will need to employ planners who understand that the digital and physical marketing worlds are no longer separate. Creative technologists and experienced designers will work alongside media experts, and art directors and copywriters will become skilled at collecting and crossanalyzing data from both digital and physical interactions. The agency of the future will value analytics and data mining as much as it values creative output. The data will he available via cloud computing and analysis. Our industry can soar to new heights of value; whether it does depends not on how we market today, but on the "clouds" of data that become the insights that drive our creativity tomorrow. ^ US Pharmaceutical and Healthcare Industry Search Engine Ad Spending, 2005-2008 (millions) $256 2005 2006 2007 2008 Note: The industry definition includes drug manufacturers and marketers, doctors, hospitals and other entities that deliver health services, such as health maintenance organizations. Source: eMarketer, January 2007 www.eMarketer.com 119
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