Citation can be defined as referring or mentioning of your brand name or URL in a page or document without any link. Now what is the advantage and what you will get without link?
If your brand is mentioned in some document or webpage the people will search for that name in search engines and it will increase search volume and will drive traffic to your website. If your website or brand is mentioned it will create an opportunity for earning a link. First Citations are earned on the basis of merit and link opportunity follows afterwards. This is also known as new kind of link building.
Citations will be the new link in 2013.