There will be several trends to look out for in the next year in marketing, and Seth Fiegerman came up with a list of what he thinks are the five most important. Among them are mobile advertising being increasingly important to marketers.
Mobile advertising is expected to nearly triple to $4 billion in 2013, with companies like Google and Facebook seeing huge mobile ad growth last year. While these platforms are refined, even more money will be spent on them, as marketers turn from desktops to mobile.
"For many years, you had marketers emphasizing a build-for-the-desktop-first approach, and similarly you had a lot of advertising publishers and platforms that developed their products for the desktop," said Clark Fredricksen, VP of communications for eMarketer. "Now we are seeing more people build for mobile first with the desktop as the second priority."
There's also trouble with banner ads, which many adverting executives never believed in. There have been some innovations, like ESPN's banner ad changing color depending on which team was leading the polls, showing some room for innovation.
"People look at ****ty banner ads and think the problem is the banner ads,” IAB president and CEO Randall Rothenberg. “The problem is ****ty advertising."
Native adverting is also becoming more common, where ads are delivered in-stream and integrated as seamlessly as possible into the core user experience. Facebook and Twitter applied this formula with great success in 2012 by inserting sponsored posts into their respective streams on mobile devices.
"If 2012 proved anything in mobile, it proved that the ad publishers using so-called native formats are able to deliver much more effectively with mobile devices and in essence are able to overcome the historical disadvantages of display advertising on a small screen," Fredricksen said. "We are seeing a dramatic upswing and we expect that to continue."
Recent studies have shown that large numbers of followers in social media does not mean that they have more engagement. This means there should be more emphasis on metrics beyond how many likes and followers there are.
"Every business has to measure what they do and make sure that it is effective," said Riley Gibson, the co-founder and CEO of Napkin Labs. "Likes can be part of that measurement, but we need to start looking beyond that a bit, and start looking in more depth at what fans are actually doing."
For some companies like BloomReach and Swipe.ly, they'll use big data to help with SEO and understand large social trends. These tools will change how many large companies run their business.
"Big data is really emerging as a key currency in marketing," Fredricksen said. "Increasingly, we are seeing more companies use big data and analytics to drive customer insights, create their budgets and to manage operations, the supply chain, customer support, product strategy and pricing."