Written by The digital media world will continue to change at a rapid pace, these are the technologies I am keeping my eyes on in 2013.
Multi Screen
The blending of paid, owned, and earned media will continue and intensify in 2013, spawning new technologies and necessitating new workflow systems and partnerships. As the lines continue to blur between what’s paid, owned, and earned in digital media and multi screen usage continues to shift the way we consume content this will be the trend that governs nearly all other major changes in the digital marketing and media landscape.
Native advertising
From banner blindness to the fact that display, search, and social advertising have largely moved toward programmatic buys that are much less profitable for publishers, we’re seeing a number of technologies and solutions emerge to facilitate native advertising, one of many terms for branded content integration. New Products and solutions in this area will continue to emerge, more publishers will accommodate, and we will see some interesting, large-scale media partnerships emerge as a result.
Real-Time Marketing
Real-time marketing demonstrably works — not just in social channels, but across the marketing spectrum. A recent GolinHarris study found that real-time not only positively impacts standard marketing goals (word-of-mouth, attention, preference, likelihood to try or buy), but it also turbocharges other marketing initiatives, including paid and owned media effectiveness. Event/news-driven marketing will become increasingly vital as brands work to become more relevant. This requires sophisticated listening and monitoring platforms. Teams require new tools and must also be permitted to work in an agile environment, free of the chain-of-approval strictures that are antithetical to real-time marketing.
Branded Content Marketing
As brands recognize the necessity of adding content to the marketing mix, they quickly realize something else. Few marketing organizations have a content division or strategy. In 2013, brands will begin to address this deficiency in earnest. They will hire, reorganize, and make room on the org chart for effective content marketing operations that work in concert with existing marketing functions from social to communications to brand, creative, and advertising.
Mobile Innovation
Mobile Phone and Tablet sales continue to outpace PC sales, but mobile ad technologies have failed to keep up with the needs of the mobile market. In 2013, mobile innovation will take center stage as marketers scramble to find new ways to engage this rapidly growing audience.
The above are my top five, but the single most interesting trend in 2013? Easy. It’s the one that hasn’t been created yet.
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