Marketers have entered a multitouch world. Identifying the way consumers interact with brands through offline and online paths to measure and reallocate marketing dollars will become the focus of search marketers this year. This requires significant data, technology and support from c-level executives across all business units in the organization to become successful.
Structural changes in business practices within organizations will become a challenge. The dynamics around how inventory is bought and sold must change, and few companies have the incentives to cooperate. Cooperation and collaboration would help the industry to mature, rather than promote companies that remain in silos trying to solve their own agenda.