Interesting study! Even when I don't agree with all the points & conclusions (i.e. I don't agree that "Effective advertising agencies and marketing partners must abandon the old paradigms and assist clients in embracing new technologies") There are other very valuable points in this report; my favorite:
"Integrate marketing with other forms of corporate communications. Both the interactive nature of
Web 2.0 technologies and the transparency of corporate messages among different constituenciessuch
as customers, investors, media, regulatory bodies and employees (past, present and future)demand
the integration of various forms of marketing and communications. Businesses can no longer segment
audiences and messages as if audiences dont talk to each other."
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