With 2012 winding down, it’s time to shine up the old crystal ball and predict which trends will shape the digital advertising scene in 2013. Actually, we’ll let industry pundits make like Nostradamus. Given the Mayan calendar’s missed call (you know, the world ending today), the prediction biz seems pretty risky, and it’s doubly difficult in the ever-morphing, roller-coaster world of online marketing.
So we revved up our favorite search engine (Yahoo!, naturally), and came up with some expert picks for next year’s top trends in digital marketing, mobile and video advertising.
7 Digital Trends to Watch in 2013: Media convergence, or the blending of paid, owned and earned media, will intensify in 2013, spawning new technology and new partnerships, says Rebecca Lieb of iMedia Connection. Other predictions include a boom in real-time marketing and the convergence of online and offline channels.
8 Insightful Marketing Predictions for 2013 and Beyond: HubSpot asked a legion of leading experts for their forecasts of what’s hot next year, and here’s a sampling: email marketing will grow and become more personalized; marketing will be held more accountable for generating revenue, not just growing traffic and finding leads; and CMOs will ramp up investments in technology that compiles better customer data. (May we recommend Genome from Yahoo!?)
Top 10 Mobile Trends for 2013: William Clark of Ubermobile chose 10 trends that will fuel continued growth of mobile marketing next year, including analyzing the avalanche of Big Data being produced by mobile users; building increased contextual awareness into mobile apps; and resolving mobile’s multi-channel challenge of dealing with multiple devices and operating systems.
5 Predictions for online video advertising in 2013: Video advertisers will move away from 15- and 30-second preroll spots and greatly increase their use of long-form ads next year, says Mitchell Reichgut in VentureBeat. Other predictions include an increase in videos aimed at non-English-speaking consumers and more videos specifically designed for mobile users and platforms.