As seems to happen every time a new year rolls around, the media focus has now shifted from the recaps, summaries and top-ten lists of 2012 into predictions, forecasts and a crystal ball gazing free-for-all for 2013. A quick glance at the prognostications of those with their ear to the ground of the digital marketing terrain reveals all manner of cheery optimism for this year’s prospects. To give you a sense of the exciting things to come, we’ve put together this round up of the leading experts’ views of the field.
As always in the digital realm the key players (Google, Facebook, Twitter, etc.) are discussed avidly with a certain degree of fear combined with sycophantic praise. Rob Eleveld writes for Forbes, ‘we predict that Google is making a move towards charging for the data it collects and stores, and we might see this happen as early as next year.’ However, this daunting prospect is offset by his predictions that, not only will the number of digital marketing agencies double in 2013, but the marketing budgets of companies will expand to keep up with the growing digital demand.
Add to this the outlook of Lara O’Reilly at MarketingWeek, who reports on findings by the research company Forrester that digital budgets will grow to account for 20% (£31bn) of worldwide marketing budgets. Based on last year’s trend of 13% growth in the UK alone, it is reasonable to expect 2013 to be a year of marketing breakthroughs for companies on the digital front. If 2012 was all about ‘big data’ then 2013 appears to be time for some ‘big spending.’
With numerous other trends and developments to keep up with, 2013 promises at the very least to be a year of new opportunities to engage in interesting ways with more targeted audiences. Whether any of these experts can accurately predict the future of digital marketing is uncertain, but it is clear that whatever new surprises 2013 brings, the areas of search, social and other facets of digital media can no longer be ignored by competitive businesses.