Here are some of our Predictions for 2012. Let us know what you think in the Comments below.

Social Media

Our expected trend for Social media in 2012 is that businesses will not continue interacting with their consumers across all the social networks available. We expect that businesses will select the social network that works the best for them and FOCUS on that one (or two). These social networks will be the ones in which the most qualified and most profitable customers (for the business) frequent the most.

Cross channel

Relating to the focus on social media, we expect to see an increase in cross channel integration. Where social networks, content marketing and websites will be more integrated with traditional marketing activities and will not be an afterthought.

Conversion consulting

We expect businesses in 2012 will invest more in conversion optimization. Consumers are more likely to buy something if the process of doing so is perceived as safe and convenient for them to do so. We expect businesses to improve their websites in an effort to change more clicks into conversions (leads or sales).

Mobile

We expect mobile to become an even more prominent platform. In 2011 there was an increase of over 400% in mobile ad impressions. This combined with the fact that mobile phones and tablets were the most popular gifts over the 2011 festive season; this expected trend is already proving true. Mobile devices will be used more than only surfing the net and Facebook. We expect to see more online commerce such as shopping and banking done from mobile devices, particularly tablets.

Actionable Metrics

This year marketing managers have to decide which metrics matter the most in reaching their marketing goals. This will result in a focus on the metrics that have the most use in determining what they should change or focus on in their marketing tactics.

Content Marketing

Content marketing has been growing in importance, not just for Search Engine Optimisation but also for branding. Therefore the best thing for content marketers to do is to create content that is interesting and relevant to the user. Experiment with different types of media in your content; add videos, pictures, infographics and links.

Spread of SEO

There was a time when having a website in South Africa was regarded as "Just a nice thing to have" that has long changed, evidenced by Woza Online. Search Engine Optimisation (SEO) was still regarded as a nice thing to have, but this year you can expect more and more companies realising the importance of great SEO. Ranking highly for a certain keyword is as important as placing an expensive designer clothing store in Sandton City.