Part of any marketer’s role (and any executive’s role, really) is to identify emerging industry trends and separate those with real staying power from the mere flavors of the week. This is particularly difficult when it comes to tracking emerging digital resources. For example, while experience would suggest Twitter is the second-most utilized social networking tool, a new report states that Google+ has actually overtaken Twitter in percent of market-share and active users.
While social media is just one example, the point is that while these individual trends can be tough to predict, one thing is clear: digital marketing mediums are not just here to stay; they are ever-expanding. And their growing prevalence means new challenges that stretch well beyond the confines of the marketing department.