Dive summary:

• SEOptimise starts its list of 25 expectations for online marketing in 2013 by stating that context will become more important than content.
• It is expected that mobile specific marketing strategies will increase for local and small businesses.
• Google+ will become a more a prominent digital fingerprint in 2013.

From the article:

… No. 17. More and more companies begin to dedicate a greater proportion of their marketing budgets towards going beyond online contact-level web analytics to incorporating important off-site social behaviours. Marketers will begin to make a greater effort to place estimates of digital impact in proper proportion and context of broader marketing strategy and the market environment. ...