Over the next two weeks, IDG Connect is serializing commentary from industry experts on marketing 2013 predictions. We feature expert opinion on the key trends in 2013, and regional outlooks on what 2013 holds for marketing around the world.
Marketers have been trying to understand consumer behavior and motivations since the dawn of advertising and propaganda. Technology – from the earliest form of radio broadcasts and then TV – has had a deep impact on how marketing campaigns are strategized and executed. Today’s marketers have resources at their fingertips to get deep consumer insights based on their online and mobile behavior – capabilities that Don Draper and his team would do anything to get their hands on.
Each year, technology gets more precise at targeting the most interested consumers with the highest purchase intents. What trends will we see in 2013?
Mobile ads will grow
I might as well start the predictions off with the most obvious one. Unless you’ve been living under a rock, you’ve heard that mobile advertising is growing at an exponential rate. That’s because it works, and it works because the technology to enable it keeps getting more precise. As companies are able to discern more granular information about mobile users’ behaviors (device, location, etc.) the success of mobile ads will grow.
Reliance on first-party cookies
In the desktop world, marketers had things figured out. By attaching their cookies to popular sites such as NYTimes.com, they could track a user’s behavior, learn more about them and target ads specific to their behaviors. But iOS doesn’t allow third-party cookies, and neither does Android (it’s possible to get around this on Android, but it’s not reliable). But now brands realize the value of mobile ads, and that means they’re ready to do something about it.