The week between Christmas and New Year’s is one of my favorites. After 51 weeks of non-stop grinding, it’s time to reflect and get organized. That and watch college bowl games; I am writing this from 30,000 ft., on my way to San Diego to watch my beloved Cal Bears exact revenge on Mack Brown and the Texas Longhorns for shenanigans that put Texas in the Rose Bowl ahead of Cal in 2004.
While I can’t be sure how many of you relate to college football, I’m sure everyone has his/her purpose for this week. Whether you are recharging your batteries or frantically prepping for Q1 initiatives (looking at you, diet and fitness folks), this week has something for everyone.
Personally, I prefer planning. Let’s face it: 2012 will be bigger and more complicated than ever. Though I think you could say that about most years, 2012 just has a slightly different feel (Mayan apocalypse, perhaps?). In many respects, 2012 is the beginning of the end for “traditional” SEMs. Google planted the seeds for change in 2011 with an aggressive push into display and mobile advertising, and 2012 will only bring more of the same.
Complexity and convergence. That’s where we’re headed this year. It used to be that integrated digital marketing was a catchphrase used by agencies to describe what were likely disjointed services. Well, the time for catchphrases is past. This is the year marketers have to make good on all those promises and deliver comprehensive marketing strategies.
So take a breath, take stock of the fine work you’ve done this year, and get ready for a bumpy ride. Either that, or get left behind.
- Sean Marshall, Director of Search Engine Marketing
- Questions? Comments? Email us at blog at ppcassociates dot com.