Industry Leaders Offer Predictions for 2013 (Part 10)


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John Federman, CEO, Dailybreak

  • “Brands who invested in social media with a desire to create participation at scale will begin to look to quantify a return on their investment.”
  • “Creating social engagement and participation will become a significant part of every comprehensive media plan.”
  • “Brands will feel the reality of the Facebook ‘likes’ that were created at scale, largely via bot as dormant connections and will more aggressively create more substantive social connections with customers and prospects.”

Philipp Pieper, Founder and CEO,  Proximic

  1. “Data reach, global scale, and quality define the winners. Amazon will therefore be a rising star on the demand side.”
  2. “Publishers will be able to appeal to brand advertisers if they can bring the phrase ‘programmatic premium’ to life.”
  3. “Toolbar ad-placement hijacking will be a hot mess.”

Dave Rollo, Chief Strategy Officer, BLiNQ Media

“You’ve got social in my portal! No, you’ve got your portal in my social! Portals will become more social — offering user-generated content, videos, contests. At the same time, Facebook will take a more vertical approach to content — entertainment, sports, autos — along the lines of Pulse News. ”

David Leeds, CEO and Founder, Tango Card

“To increase employee and customer engagement and improve efficiency, billions of dollars will shift from outdated, slow, and expensive incentive programs to integrated, digital and instant rewards in the cloud.”

Laura Marriott, CEO, NeoMedia Technologies

  • “QR codes will be a path to mobile commerce, serving as a true gateway for consumers to mobile payments.”
  • “Brands and enterprises will integrate mobile barcode readers directly into their apps to reduce the number of steps consumers need to go through to activate a scan, ultimately creating a better overall experience.”
  • “Consumers will overcome ‘scan-fear.’ 2012 was about educating consumers on scanning codes; 2013 will be about building trust and driving volume by creating higher value, more relevant scanning experiences.”

Martin Hayward, Director of Marketing, Mirror Image Internet

  • Device demographics demand marketers’ attention.”
  • “Brands work with partners to drive traffic to their mobile websites and execute first-party cookie strategies.”
  • “Marketers implement technology solutions that accelerate real-time bidding, influence purchase intent and improve brand awareness.”
  • “Advertisers implement technology that powers Big Data collection to deliver highly targeted ads based on location, device and interests.”

Chris Cunningham, Co-founder and CEO, appssavvy

“Thanks to the shortcomings of banners ads and other traditional display formats, and the industry’s adoption of native advertising, advertisers will be thinking about the timing and delivery of their ads as much as they do the audience they are reaching.”

Peter Vogel, Co-founder and CEO, Plink

“In 2013, performance-based marketing is moving offline. For more than a decade, only web sites and online merchants have been able to drive sales by paying a percentage of the total sales that affiliates bring to them. This new advertising channel will soon become the norm for offline retailers and restaurants, much as it is for the online world.”

David Helmreich, VP of Business Development, Neustar AdAdvisor

  • “2013 will not be the ‘year of mobile‘. While investment in digital mobile spend has increased, there are still too many barriers to success, not the least of which are lack of measurement and continued market fragmentation. Carriers will need to take a more active role if we expect explosive growth in 2013 or any future year.
  • “I believe that 2013 will see a significant amount of consolidation and many of the features masquerading as companies fall by the wayside. There are far too many players in the space and the industry needs to decrease its overall complexity to lower the barriers to spend; otherwise future growth will be tempered.”
  • “We will see a shift in the constant noise and fascination around big data and measuring everything. Instead, the industry will focus more on analyzing the right things that drive value. Look for new solutions that empower enterprises to measure and evaluate what’s truly meaningful to their bottom line.”

Nikao Yang, SVP New Business Development & Marketing, AdColony

“Video investment in 2013 will continue to grow. Mobile video will be seen as an essential complement to TV and online video advertising while the gap in mobile usage vs. media spend will contract. We see a rise in video content apps (e.g co-viewing and second screen) for smartphones and tablets, creating new opportunities for monetization and advertising.”

Paul Pellman, CEO, Adometry

“Big data: Heard enough of this term yet? Well, it’s not going away. More data, more knowledge, more revenue. In 2013, businesses will learn how to leverage copious amounts of customer data to make better decisions, and the best of those will start by working to unify their analytics and transaction platforms. Marketers will also push DSPs, DMPs and cross-channel attribution vendors to work together in an effort to create a holistic marketing loop encompassing strategy, purchasing and analytics.”
Phil Fernandez, Cofounder and CEO, Marketo 

  • “In 2013, we’ll see an increasing maturity in the use of marketing technologies, driven by a greater availability of services and best practices (such as Marketo’s own Marketing Nation). Automation technology won’t just used for new business acquisition; 30-50% of a company’s MA efforts will shift to customer lifetime value, cross-selling, upselling and retention.”
  • “We’ve barely scratched the surface of big data. In 2013, marketers will increasingly create and maintain a data-based relationship – and measurement strategy – with customers and prospects. Time-series analytics, especially, that allow a company to track behavior over time and the eventual revenue impact, will be adopted by more than 50% of revenue marketers in 2013.”

Jon Miller, Cofounder and VP Marketing Content & Strategy, Marketo

“I predict a backlash against content marketing. Too many people have jumped on the bandwagon, resulting in mediocrity. Buyers have less time for weighty words, and blog subscriptions are on the decline. Marketers need to up their game with quality content that better engages the buyer – we’ll see a heightened focus on relevance and microtargeting in 2013 as a result.”

Sanjay Dholakia, CMO, Marketo

  • “Companies now realize that social marketing isn’t just about posting tweets, but about your audience authentically sharing and amplifying the company’s message. This strategy has been proven by progressive industries like movies and consumer products in 2012; 2013 is the year this gets adopted by every company.”
  • “In 2013 we will see more companies across more industries employing cloud-based marketing platforms to better engage and track buyers. Having data from traditional automation and social marketing in one dashboard is vital to predicting consumer behavior over the entire lifecycle. Increasingly, companies outside of B2B, such as media and entertainment, healthcare, and retail realize they need this technology.”

Lara Albert, Vice President of Global Marketing, Globys

  • “Batch campaigns are out, dynamic one-to-one marketing is in. Say goodbye to ‘deal of the week’ and remove ‘one size fits all’ from your vocabulary.  When it comes to mobile marketing, consumers want what’s best for them – when it’s best for them. And fortunately for marketers, 2012 has been the year of advancing marketing technologies.  In 2013, marketers will move from talking about real-time technologies to using them – for example, leveraging solutions that combine big data analytics and dynamic offer delivery to drive truly personal and contextualized one-to-one customer engagement.”
  • “Machine learning takes on the role of an ‘army of analysts’. With an increase in data-driven marketing, 2013 will see a shift in how campaigns are created, tested and optimized. Machine learning technology with take center stage for its ability to harness streams of data and then identify and test opportunities at enormous scale – a scale that humans cannot approach.  This rapid ‘test and learn’ approach will allow marketers to continually refine and optimize campaigns – and enable ongoing improvement of marketing KPIs focused on revenue, customer retention and lifecycle management.
  • “CMOs held accountable for new revenue generation. Many companies have bought into the promise of the mobile channel – in theory and in allocation of budget – and with investment comes accountability.  2013 will be the year that executives expect mobile to deliver a continual – and predictable – revenue stream.  CMOs will adopt more sophisticated marketing technologies to optimize the speed and effectiveness of their customer communications to deliver against the anticipated results.”




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