Millward Brown, a global research agency, has released its annual top 10 digital and media predictions, highlighting growing trends in the media sector.
Among other trends, 'Millward Brown's Futures Group' believes that the emergence of "mobile as remote" will make it a central pillar of smart communication plans; that omnichannel marketing will help brands build on meaningful moments of engagement, and that social TV will grow up and become part of the narrative rather than a conversation about the narrative.
Global Brand Director for Digital at Millward Brown, Duncan Southgate, said the group expects 2013 to be another dynamic year for online display, mobile and social media.
"Consumers have ever higher expectations of intelligent digital advertising approaches, and marketers will need to deliver more sophisticated campaigns to keep pace with what works.
"With increased power and capabilities, our mobile devices become the remote controls of our lives allowing not only active control of electronics, but seamless integration of the world around us. The new functionality of our mobile "remotes" utilises advanced technology to simplify our lives. Anything that needs a processor to operate can use a smartphone as the "brains." Brands need to start developing communication plans that adapt to this world. With mobile as the hub, information gathering becomes more centralised as consumers' trade personal information for convenience and access to events, offers and premium content".
Speaking further, he stated that "Omnichannel marketing is about being present or available across the consumer's behavioural path: each potential contact point integrated with all others. The digital arena will represent the first stage of more brands adopting an omnichannel mindset as social and mobile data sources are blended with offline brand experiences.
"In 2013 the green shoots of omnichannel strategies will involve companies turning existing datasets into active targeting engines. As mobile ad-serving platforms mature this will transition from social apps into ads running across any mobile content. As well as receiving location data, mobiles have the potential to inform nearby digital screens - Minority Report-style tailored out of home advertising content may not be so far away"
Contrary to predictions that the digital age would drag people away from television, he pointed out that TV is still being watched than ever and that people's viewing experience is being enriched rather than eroded by social networks and dedicated social TV apps like Zeebox.