Every year there are bold proclamations about the future of media, technology, etc. While fun to read, sometimes the approach is with a rose-tinted lens and commentators seem to ignore some of the growing pains that come with quick tech and cultural developments. This year we’ve compiled a few of the key undercurrents shaping marketing and media in 2013, warts and all.
关于媒体、科技等领域的未来，每年都会出现诸多大胆的宣言。尽管读起来妙趣横生，不过有时候，这些都是玫瑰色镜头下的产物，而评论家似乎忽略了科技和文化快速发展带来的成长烦恼。今年，我们总结了2013年影响营销和媒体的几个主要趋势，毫无保留地呈现给读者。
Apps As The New Microsite
应用程序是新的微型网站
In the early to mid-2000s every brand wanted a microsite, and soon the internet began getting clogged with campaign sites that quickly lost relevance. It wasn’t enough to make something interesting, you had to have a bunch of people come see it and share. Now, with every brand wanting to build an iOS or Android app, there is a very similar dilemma. It is partly a numbers issue: The Apple App Store now has more than 650, 000 apps, the Google Play Store has more than 600, 000 apps and according to GigaOm, about 25 percent are opened once and never again. So the million-dollar question is: How does a brand drive downloads at scale, make it to the coveted home screen, remind people to use your app, and do all of this while also being respectful of UX and not going wild with push and email notifications?
因此就出现了一个价值百万美元的问题：如何让品牌带动大规模下载，让应用程序登上令人垂涎的主屏幕，提醒人们使用你的应用，并且在做这些事情的同时尊重用户体验，而不必滥发推送和邮件通知？
Product Hangovers
产品宿醉
With the launch of the Fuelband and the subsequent Cannes Lion win, product development was seen as a must-add specialty at agencies, and every brand now clamors to get something into market. With enough time, we will see what shakes out. There are things to be aware of: One, successful product development requires a certain risk profile that many brand managers don’t have. It also often requires a different approach to budgeting, as things aren’t super concrete from the outset and can also require new approaches in terms of team structures (both internal and agency). Brands should look to partners that have a lot of demonstrated building under their belt, and also experiment with new pricing models based on fixed-cost sprints and prototyping that differ from the hourly billings and standard deliverables of traditional campaigns.
各个品牌应该寻找合作伙伴，它们既要有丰富的展示经验，还要能尝试新的定价模式，这些模式以固定成本短片和原型设计为基础，不同于传统广告宣传的小时计费和标准成品。
Coming Soon: More Awkward Native Ads
原生广告的处境将更加尴尬
With the rise of native ads, in 2013 we’re going to see brands that are used to buying attention and broadcasting what they want to say making an awkward transition into the world of editorial content. Native ads require a more authentic — and interesting — approach to content and messaging. Far more in the spirit of journalism than push advertising. The first awkward integration of 2013 comes with the Atlantic’s Scientology ads, causing the Atlantic to retract the campaign and say in a statement, “We remain committed to and enthusiastic about innovation in digital advertising, but acknowledge—sheepishly—that that we got ahead of ourselves…” Look to publishers to really build and refine strong guidelines on this type of content and for this conflict with advertisers’ agendas.
2013年第一个尴尬的整合是《大西洋月刊》（Atlantic）的科学教广告，导致《大西洋月刊》撤回广告宣传，发表声明称，“我们依然致力和热衷于数字广告的创新，但是我们惭愧地承认，我们急于求成……”
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