1. We're moving to all on demand. Consumers want it when they want it.
2. Entertainment. We need more creative advertising to connect to consumers.
3. Community: help consumers build community and then connect your brands to them.
Number three especially gets my attention. Marketing is, more than ever, a participation in a community. I wrote a proposal today for a marketing project for a tourism market that has a lot of promise, but has often been overlooked because of its proximity to a bigger destination. The director of the the convention and visitors bureau has some great ideas for reaching out to a specific target audience. The area has a ton of hiking and biking opportunities, so I proposed putting together a blogging/podcasting package that would cater to that market. Forget about talking up the destination for its own sake. Reach out to people who can benefit from what you offer (hikers and bikers) and give them content that they can use. Establish your authority by putting someone enthusiastic and knowledgeable in charge of the whole shebang, and marvel as people develop trust in you -- then marvel further as they choose you as a location for day-trips and longer vacations.
Help consumers build a community. Then, connect your brand to it.