Will Google change web marketing in 2012?
-YES

How?
- By changing search results pages
Search results will contain more direct information (f.e. search queries representing direct question will require no longer clicking on the websites in order to find answers to the questions). No deeper pages will be visited...

- Introducing schema.org
Google plan is to revolutionise semantic mark- up and challenge webdevelopers to create structured data markup on build by them webpages. Created this way websites would be crawled better by search engines and therefore Google will gather more relevant data about them

- Mastering travel related searches
Try to search for flights from Seattle to San Francisco and see what happens. You will get shown below that information:

Live flights information and  Google Hotel Finder will be mastered by the engineers from  ITA Software, acquired by Google in 2010 software company specialising in airfare and travel management software for airlines and resellers. Google not only will be pioneering in that type of search but will also further increase its revenue because of charges created in order to enable marketers to advertise in that space.

-Becoming more and more encrypted...
Google ownership of website analytics solutions makes it harder to the marketers to get all required data. From November 2011 Google started taking away data from us when encrypting search results for logged in users. Obviously there are some hacks when reporting on visits from "not provided" keywords, however this change should alarm marketers that Google won't let us have it easy...unless we pay for an access to Google Analytics Premium.

- By making it very hard to do great SEO without using Google+