Interactive marketing online is the wave of the future, and many companies are now using marketing blogs, corporate blogs, interactive Web site features, gaming ads, and other venues to reach a new more tech-savvy consumer population. One such company is Proctor & Gamble, which has created a blog called www.sparklebodyspray.com, where teenagers can write about music, fashion, sports, and other hobbies. Each entry deals with a new subject and has to involve a product recommendation. Mass e-mails are being replaced by targeted ones, and Forrester expects e-mail marketing spending in the U.S. to slowly decline from 12% of total online marketing dollars in 2004 to 6% in 2010. Interactive sites permit consumers to enjoy their purchasing by creating customized products, downloading video or music, playing games, leaving comments, or communicating with site authors or other visitors. Consumers, rather than marketers, are leading the trend. Blogs can make a company seem more friendly to customers, and blogs are also economical as a marketing venue, since, for instance, a Movable Type blog can be set up for about $300. Chrysler engages auto buyers by providing facts about vehicles, and, in 2001, Chrysler also started providing games that feature its autos, such as Dodge Racing, NHL Hitz, and others. Also commenting are spokespeople for London High Street, the Internet Marketers Association, P&G, and whatnextonline.com.