Need for accountability in marketing

At the recent ON DEMAND conference the US Direct Marketing Association (DMA), mentioned five key themes that will emerge in the next years. Some of these themes have been around, other will certainly gain interest.
1. It's a multi-channel world, no real news though, we all know that the age of commercials -broadcast on one TV station and reach 80% of the audience- are over.
2. It's a data-driven world, also no real news, but possibilities keep on increasing.
3. It's a personalised world that requires relevance and timing, these are interesting concepts that gain interest. For example personalised URL's (pURL) allow advertisers to become personal with their offer online as a response to a hard copy mailing.
4. It's a world of accountability, this is becoming center-stage as marketing ROI needs to be delivered. Plenty of companies are delivering solutions that integrate the creative, delivery, production, procurement, asset management and evaluation part of online and off-line media mailings and brochures. And these will help to boost the integration of online and off-line media.
5. It's good to be green, with the combination of digital print and multi-channel communication. I'm not yet convinced that the digital printing process is greener compared to traditional printing. However waste management for example is becoming an issue for high volume printing and digital printing might therefore be a solution.