10 resolutions marketers must make for 2013

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Resolution 5: I will trim the fat from my display spending.

If you're allocating budget to display advertising, signing off on creatives, and then forgetting about it, please stop. Launching a display campaign should be just the beginning. The opportunities we now have to target, retarget, and optimize our display spends are mind-blowing, so take advantage of some of them. I guarantee you that you can be doing more with less when it comes to your display budget. But you need to get smart about it. And while you're at it, consider some of the fun new rich media formats that are out there. Your display ads don't have to be so boring.

Resolution 6: I will listen more and talk less (on social networks).

If you're spending most of your time fretting about what your brand should be saying in social media, then your head is in the wrong place. I know it's a cliché, but social media is a conversation, not a monologue. And this doesn't mean that your revelation should be, "Oh, so our brand should ask questions rather than make statements on Facebook." That might be a start. But it's so much more than that. It's about getting out into social channels, seeing what others are saying (about your brand, but also about tangentially related topics), and participating in a meaningful way. So when you plan out your social media calendar this year, build in some time for listening and exploring, not just posting and replying.