Editor's note: The marriage of technology and communication has been a boon to savvy entrepreneurs. But it's also a huge challenge for those who aren't sure how to navigate social networks. To help, Dallas-based entrepreneur and tech expert Shama Kabani is answering your questions. Email her at shama@marketingzen.com, or check out more of her advice at her online marketing company or on video.

Dear Shama,

Are there any trends that you see taking place that we should be aware of for business marketing in 2012? What are your insights on where you see us heading in 2012 and beyond?

—Wayne B., partner at a firm in New York

Dear Wayne,

I am happy to address your question, as it has been one I’ve encountered quite a few times already. In fact, one of my keynotes this past quarter was 12 Digital Trends for 2012. I’ll share a few of those digital trends I see emerging or evolving here:

1) The Web, especially the social Web, will continue to obliterate business as usual. I see so many new startups that are changing how we do business, how we communicate, and how we go about our lives. Two such examples are Uber and Lynxsquare. Uber allows you to get a car to pick up you in 15 minutes via sending a text or email. Your account with them is automatically charged—no looking for change to tip or making sure you have reliable transportation. If you travel for business or live in a busy place like New York, this is perfect. Lynxsquare is a collaborative-consumption and group-buying marketplace. Let’s say you want to buy a book. You can team up with two other friends via social media to purchase it. You share the price and the product and have the option to resell if it you like using the same site. We will see more such startups in 2012. Where the very essence of “business as usual” means something else entirely.

2) An identity-based ecosystem emerges. The new Facebook Timeline is the perfect indicator of things to come. From a marketing and business perspective, knowing your customers will become more important than ever. My prediction for 2020 is that we will be able to walk into a grocery store, and it will know our specific needs. “Hello, Wayne, you RSVPed to your friend’s Christmas party. Do you want to add a present to the cart? Your neighbor got a discount on bananas. Would you like us to match that for you?” I realize there are a lot of societal implications here which we will have to figure out. But, from a technology perspective, we will have this ability. Digital footprints will matter more than ever. A study by AVG in 2010 reported that 82 percent of children under the age of two already had some sort of digital footprint. (Thanks, Mom and Dad, for those baby pictures you posted on Facebook!)

3) Social media starts being integrated into the fabric of a business. Perhaps this one is more wishful thinking, but I strongly believe that for social media to really work for businesses, it has to be integrated into the bigger picture. Till today, it has been considered an “extra” something we do. But social media isn’t about a specific social network. It’s the fact that people are now the media. This has such huge implications for businesses, for journalism, for television, and more. In 2012, I think we will start to see beyond the simple tweet to the bigger underlying movement already in place. I also believe we will see more revolutions like the Arab Spring—all empowered by social media.

Perhaps I should be writing an astrology column instead.

Best of luck in 2012!

—Shama