Which industries will shine online in '09?
Coffin: Niche search engines -- custom search engines that specialize in certain niches.

Edwards: CPG and automotive, and the latter despite of and as a direct result of the turmoil in that industry.

Philalithes: "Shine online" can be taken a number of different ways. In terms of advertising spend, given the current financial climate, I do not expect online to be immune but more resilient than other traditional forms of advertising. I think that there is a strong possibility that we will see marketers move their dollars from offline to online, given the channel's measurability and accountability. In terms of consumer behavior, price-conscious consumers will increasingly turn to the internet to research brands, products and services before they purchase. Price-comparison sites will become increasingly popular. 2009 will be a tough year for most industries, and the current economic climate will force all companies in all sectors to be more aggressive and more intelligent about how they use digital.

How would you like to change the industry?
Edwards: I'd like to expose more of the marketing platform opportunities that can be directly tied to business objectives. The internet is so much more than messaging. It's about human interaction and all its facets.

Philalithes: As an industry, I'd like us to start speaking in plain English (and even though I'm a Brit, I don't mean the Queen's English!). Every industry has its own language and jargon, yet when you eavesdrop on a conversation among digital professionals, it can sound like we are speaking a foreign language. Let's make it easier for people to speak digital.

What didn't we cover here that should be mentioned?
Edwards: Mobile is starting to nail down various pieces of its business that will develop into a solid marketing platform. People have been predicting a breakout year for mobile for several years now. This hasn't happened because marketers thought of it as a messaging medium. If the market develops with three major players -- Apple with iPhone, Google with Android, and RIM with BlackBerry -- we'll see an evolution of that sector that involves marketers thinking of it as a marketing platform rather than an advertising medium.

Horan: Responsible placement. It is essential to ensure that your message is appearing in an environment that appropriately supports the brand. The old adage "you get what you pay for" is more valid than ever.

Neal Leavitt is president of Fallbrook, Calif.-based Leavitt Communications, an international marketing communications company.