Bob Garfield

The 12 worst things that could happen to marketers in 2013

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Worst thing No. 10: Something new becomes cooler

Change is a constant, and consumer culture could evolve rapidly this year. What if a new trend emerges that trumps the current digital strategies we're already working on? Or what if something replaces digital as we know it? Gina Lee, SVP of media for Intermundo, says history shows precedent for major shifts like this happening, and she thinks we should be ready.

Gina Lee is the senior vice president of media for Intermundo Media.