Privacy will get its due. Even as big data plays a larger role in online marketing, advertisers must continue to walk a fine line in how that data is collected and used. Trust is earned, and the best way to earn it is by making sure consumers know what information you're collecting, why you want it and with whom you plan to share it. And being able to opt out at any time would be nice as well. Look for one-stop portals, already commonplace in categories such as book and movie video retailing, to take hold in a sweeping array of product categories.
Media companies get the retailing religion.
Major media companies such as Time Warner and The Walt Disney Co., will make their moves to expand beyond the worlds of advertising and into electronic commerce. The new approaches will provide fodder for a whole new round of debate over the proper role of media companies in selling merchandise directly to their audiences. Selling hits the mailbox. Rather than rely on banner ads to draw traffic, online retailers can use e-mail to contact previous customers with new offers. Such direct marketing will work best for retailers who first get permission from customers willing to receive targeted marketing messages.