6. Newspapers will leverage strong regional brands and databases. National and large regional newspapers are rallying together to create higher-value advertising relationships that result in higher ad rates. In order to successfully create their own ad networks and potentially bypass Google and other low-CPM advertising outlets, they'll have to offer refined demographic targeting of their databases.
7. Social media will grow up. This year will mark social media's crossover into the demand requirements of traditional return on investment-based search, display and email campaigns. Marketers know audience measurement and impact need to be brought into the calculation, but figuring out just how and what to measure will require a different set of analytics.
Chris Paradysz is CEO of PM Digital, a New York City-based internet marketing agency specializing in search engine marketing. Chris can be reached at cparadysz@pmdigital.com.
