Consumers reveal more than ever before consciously through social media and, just as importantly, unconsciously through their behaviors. This data gives marketers great power, which they can use to design better products, hone messages and, most importantly, sell more by providing consumers what they want. That's all good from a marketer's perspective, but for consumers, the scope of data collection can often cross a line, becoming too intrusive or too loosely held. Marketers have to balance the opportunities of Big Data with the concerns of consumers or they risk a serious backlash.
Native advertising is the latest buzzword. Even venerable publishers such as The New York Times, The Atlantic and Forbes, are trying it out. Is the trend bound to fade, or is it here to stay? Despite some shoddy applications, it's here to stay.
This year's hot trend in fashion is computers. Whether at SXSW or in the tech and media hubs on the coasts, people are excited about the watches, wristbands and "eyeframes" that double as computers. Not all of these gadgets will succeed and those that do probably will evolve rapidly from today's versions. But the trend is real—and marketers need to take note. They can expect consumers open to new forms of discovery and deeper relationships with brands, but also who have less tolerance for advertising that's irrelevant, disruptive or disrespectful of privacy.
Data makes the modern marketing world go round. More data, however, doesn't automatically translate into more insights. Even with the tetrabytes of data collected each day, a lot of it remains atomized and difficult to turn into insights because of gaps between marketing and purchase information. Now credit card companies have begun to fill this void.
Facebook dominates the Web, but it's never really cracked the direct response puzzle. That looks like it will change in 2013 with an avalanche of new measurement and targeting tools. As a marketing platform, Facebook has traditionally thrived at top-of-the-funnel advertising. Unlike search, which hits people just as they express an interest in buying a certain product or service, social media marketing at its best builds relationships, and there's compelling evidence for its value.