onlinemedia daily reporting: Welcome to online advertising and marketing
in 2013, where opt-in push advertising -- rather than pull -- becomes
the norm, as consumers feel more comfortable allowing brands to
recognize location, intent and preferences through devices.
Sensors will aggregate data from siloed campaigns that feed into one
analytics platform, crunching numbers and spitting out data into CRM and
online ordering systems.
Data and content will
customize the Web to determine on the fly the best campaign that speaks
to consumers. It all centers on personalized content with each new
search query or visit to brand Web sites or social network
pages.
In 2013, the "E" in SEO transforms from engine to
experience on desktop and mobile devices, as brands that purchased
branded top level domain names prepare to launch them.
Online advertising sits on the brink of a technological revelation.
From Adobe to BlueKai to WordStream, executives weigh in to provide
insight on how they think online advertising and marketing
industry media trends will evolve in 2013.
Sid Shah,
director of business analytics at Adobe, believes the explosion of
content will surface in the "living room on the go" as
licensing rights and better monetization capabilities enable seamless
content portability for consumers. It will support the spike in mobile
traffic and drive digital advertising. By the end of
2013, one in three paid clicks could come from a tablet or smartphone.
"Cross-channel and cross-device measurement will become paramount, and the industry can expect continued evolution
of cross-channel measurement of products, reporting and analytics," Shah said.
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