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BizReport : Advertising archives : December 24, 2012

iProspect: What to look for in 2013

With technology moving faster than ever some businesses are looking for better ways to engage consumers and improve their bottom lines. iProspect believes the three keys to 2013 will be data, social and a possible rival to search giant Google.

by Kristina Knight

First up, Google. Says Dustin Engel with iProspect, Google's time may be coming.

"Google is dominant, we all know that. Google also innovates well for their size. However, its core revenue stream is based on the concept of providing the consumer with "potential results." It's only a matter of time before some scrappy collegiate engineers actually find a way to get you "the result." Maybe it's based on location tied to intent. Maybe it's the foundation of Skynet," said Dustin Engel, Executive Vice President, West, iProspect.

Engle also believe analytics will continue to be a big factor for businesses in 2013 because brands need quality data analysis to improve their campaign ROI's.

"Quantitative marketing artists will be at a premium. Due to the exponential growth in data and advertisers' appetite to gain insights and action from that data, quantitative skill sets coupled with media knowledge will be hard to come by," said Engel.

Finally, he believes social will become even more important and grab more attention from within brands, both large and small.

"Brands will end the tireless effort to position their brand in the social arena which comes off as ingenuous and disconnected. They will instead find the social meaning in their brand. They will spend time, effort, money and resources to determine how their brand can springboard a movement across convergent media and technology," said Engel.

Tags: 2013 advertising predictions, 2013 online business predictions, iProspect

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