The below response is from Michael Lazerow, Chief Marketing Officer of Salesforce Marketing Cloud and CEO of Buddy Media. Buddy Media's sale to Salesforce.com in June was among the largest digital marketing acquisitions of 2012 and a validating moment for the New York startup scene.
"One of the main ideas that will shape our industry in 2013 is that we’re all marketers. Employees have voices, all divisions of a company have voices, and every company is a tech company. Really valuable data and insight will be pushed through to the furthest edges of the organization and as close to the customer as possible. Say someone walks into a Burberry store* -- the associates will know who they are based on data they have on their handhelds. Information such as a picture of that customer, his/her purchase history, and preferences enable the associate to engage with the customer so that it feels like a family store, like the corner bakery. Stores and businesses will have the ability to know who you are as a consumer and serve you better.
*Salesforce Marketing Cloud customer