Drew Neisser, CEO of Renegade Marketing, predicts that,

In 2006, expect blogs to be standard items in the marketer’s playbook. Corporate blogs will continue to proliferate. Some will earn kudos for their honesty and informative nature, while others will be recognized as blatant, homogenized propaganda and ignored. Content blogs (such as www.AfterHoursCity.com) will deliver “street cred” for marketers smart enough to create their own slice of aggregated info and brave enough to let the consumer-generated content run unfiltered.

Brian coined the phrase and now marketers like Drew are using it.  "Blog Monitoring" services are going to be huge according to Drew,

Blog “Monitor” will be the newest, hot job in corporate communications, as marketers try to stay up on both the positive and negative buzz in the marketplace (Dell found out the hard way the importance of this role, as Jeff Jarvis’s “Buzz Machine” shamed them into replacing his malfunctioning computer). Consumer blogs will continue to multiply as mobile devices like Sony’s AIBO support blogging on the fly. Blog networks like WebLogsInc will make it easier for marketers to advertise on these sites, especially the ones that attract consistent audiences with quality writing.

Finally, Drew suggests that partnership between big players and smaller, niche players (like WeblogsWork) will become the norm, not the exception,

In the last few months alone, smaller agencies have delivered slap shots to the biggies, stealing away such prestigious accounts as Heineken, Volkswagen, Sprite and British Airways. Agencies like Mother, Strawberry Frog, Renegade Marketing and Crispin Porter and Bogusky (the Wayne Gretsky of the idea pack) are among a handful of firms that are building reputations for delivering channel neutral multi-disciplined campaigns, and driving what will be an enormous shift in how clients approach their agencies in 2006. Big clients are already starting to see the benefits again of having multiple partners, and asking each for “media neutral” ideas; it might not be long before clients designate one firm as the “idea agency”, tasked with coming up with the media & channel neutral idea, while other firms are tasked with execution according to their specialty.