2013 Industry Predictions

It’s that time of year where we hear from the esteemed and knowledgeable in the biz what we can expect from the year ahead. With predictions and guesstimates ripe with talk of a literal digital age, experts and key-players across a selection of disciplines offer their predictions for what we should expect in the marketing world this year.

Adam Graham: Weapon7 spoke about the word ‘gamification’ become an integral part of our dictionary this year. “Done well, gamification offers fantastic opportunities for brands engaging with consumers.” He does have his apprehensions about the initial lack of understanding or acceptance, but as more people become aware, set money aside and throw more resources at it, he believes that this will be as successful in the gaming world as mobile strategies have been.

Geoff Gower: ais London believes that the word ‘branded content’ will be made redundant and it will be the age of excellent and well written content. “It’s time for brands to stop treating content as an add-on…no longer will it be about generating content that can be ‘branded.’” In this sense, a niche market may be required for amazing content ad copywriters! We think that what Geoff is getting to, is that 2013 will see the end of content for branding sake and more content that actually means something and says something about what and who the brand is.

One of the main factors when reading and darting through a whole range of industry expert views and predictions for 2013 is mobile. This issue has been referred to again and again, but it seems like the big boys in business are expecting mobile to become mandatory from companies and expected from the consumers.

Frazer Gibney: Inferno describes his thoughts of the mobile-age to go from “hot to incandescent as a category…publishers predict over 50 per cent of traffic from smartphones and tablets.” He also notes the importance and potential demand for mobile advertising with tools such as ‘LoopMe’ creating a more focused avenue to advertise, and one that consumers respond better than on platforms such as Facebook and YouTube. Also agreeing with the importance of just how big mobile will become this year; Mandeep Mason: International Microsoft predicts that 2013 will be the year for “the industry finally unlocks the potential of mobile as a scalable marketing and commerce channel for advertisers.” Mark Freeman: Movement also agrees that mobile is continuing to rise, but thinks that the messaging services are vastly underused. “I think we’re going to see a resurgence in companies sending messages to opted-in consumers as businesses continue to realise that the channel really does have potential.”

There are so many predictions for 2013 that it would take most of the year to go through them all. The main focus that we have gathered from the information we’ve read (and it’s been a lot) is…expect to expand into the world of mobile even further, gather as much information on your consumers as possible and give them what they want, and consumers expect more and more technology wise from brands. We (consumers) now live in age where if a web page hasn’t loaded within seconds, the brand has lost us and we have moved on to the next. All in all, we are a fast-tracked, tech-savvy nation and we expect more from 2013 than we have any other year before.

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