Internet Marketing Trends to Watch

After a year that brought us Google Plus, the ongoing cookies debate and Panda, what can we look forward to in the internet marketing space in 2012? A new post on econsultancy makes some interesting suggestions:

1. Marketers will finally get their heads (and analytics) around the tricky concept of cross and multi-channel attribution. As more and more marketers develop campaigns that use a number of online and offline channels, the value of these efforts is now such that it has become vital to figure out the true value that each channel brings, and how combining them brings a value greater than the individual channels.
2. Paid search and performance marketing will gain more mobile ad pounds at the expense of apps. In 2011, apps were the hot subject; however, tracking consumer activity within apps has proved hard, so in 2012, expect to see budgets swinging back into the more trackable and demonstrably successful paid search and performance ads.
3. Google will maintain their ad dominance. New tools to enable advertisers to make better use of their ad inventory, such as quality score management, will enable the search giant to keep its top dog status even in the face of serious competition from the likes of Facebook. Innovations across retail, travel search and local offers are also likely.
4. Social scores become ever more important. Getting those +1s and Likes is no longer a nice to have; it is an essential for any marketer using SEO or PPC marketing, given their growing importance in search engine algorithms.

Do you agree - what are your key priorities in 2012?