Direct video sharing
With tools like Instagram and Snapchat, people have realized the power and fun of sharing images. In 2013, I expect we'll see opportunities to start sharing videos the same way. Marketers are going to jump at this opportunity by inserting pre-rolls, sponsor sharing, and other promotions.
However, the downside of this emerging phenomenon is that people will likely be sharing long, boring videos, and recipients will start to feel like people in the 1970s who were invited over to watch a slideshow of a recent vacation. Be on the lookout for my 2015 predictions that will talk about the demise of direct video sharing.
The privacy debate will get a verdict
There's been a lot of discussion about whether or not cookie tracking is an invasion of privacy, and in 2013, there will be some legislation either for or against cookie tracking. And either way, digital advertising will increase.
Without cookies, it might be less targeted, or cookies might even become more invasive. (After all, direct marketers have been using incredible levels of personal targeting data for years.). But in the end, digital is where your audiences are.
Marketers will still have a need to build awareness and increase purchase intent. How we do it might change, but the need and opportunity won't diminish. I encourage marketers not to waste a lot of effort complaining about how this works out. Instead, embrace the decision. Direct mail has always had more consumer data than we ever see, and broadcast has built a huge business on limited ratings data with limited audience detail. Digital marketing isn't going away.