Twitter’s UK sales director Bruce Daisley has predicted that next year will see campaigns focus on telling their own brand stories, while highlighting the growing importance of mobile during what has been dubbed ‘Empty13’.
Offering his thoughts for 2013, the year when there are no major sporting or cultural events planned for brands to tie their sponsorship and marketing budgets into, Daisley said that it was an opportunity for brands to focus on their own messaging.
He also highlighted his belief that websites must focus on driving mobile traffic and compared marketing in the current era to the career strategy of music artist Rhianna
“Madonna used to go away and reinvent herself every two years. Rhianna seems to come out with a new single every eight-to-ten weeks. She’s the biggest selling UK female artist. She is always there and always relevant. Why that’s relevant is that we used to plan campaigns before hitting the ground, now you have to adapt a campaign in real-time,” he explained.
Empty13 is an ongoing conversation within the marketing and media industry focusing on predictions by senior marketing professionals on what they expect to see occur next year.
Daisley is set to speak at this year's ad:tech Conference in London next month.