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While it may not be possible to accurately predict the future, examining marketing’s past and present helps us shape and inspire what’s yet to come. That’s why Exacttarget collected the predictions of the industry’s top interactive marketing experts—bringing you exclusive insight into marketing trends that will be relevant to your brand in 2013.
In this year’s annual guide, Inspired Marketing Predictions for 2013, you’ll encounter predictions about the future of email, mobile, social media, marketing automation, and cross-channel marketing from industry thought leaders.
Predicting the future is by and large a share a passion for marketing’s past, present, and future thatwonderfully futile endeavor. Were it not, Las Vegas would lets them spot trends—many of which will be very relevant tohave to close up shop overnight as we all became perfect your brand in 2013.prognosticators of every football, baseball, basketball,and any-ball game played anywhere. So dig in—think, question, and challenge the predictions you find within these pages. Do they align with what you’re seeingThis is not to say, however, that predictions are without value. within your market? Is there a big trend coming that you needThe mere act of contemplating the future removes our day-to- to prepare for today?day blinders and helps us contemplate how the events of thepast and present may shape what’s yet to come. For today’s The value of these predictions lies not in their accuracy at somemarketers, this is a priceless exercise as we live in a state of future date, but in the questions they inspire today. We hope youconstant change—often afraid to look anywhere but forward find them as thought-provoking as we do.for fear that we’ll fall behind our peers and the technology thatseemingly drives our every move today. To an inspired future,And that’s exactly why we ask you to stop and read thiscollection of predictions from ExactTarget clients, partners,employees, and friends. Collectively, they have hundreds of Looking for Moreyears of experience as marketers. They understand brand, Predictions in 2013?audience, technology, data, automation, measurement, and ROI Visit blog.exacttarget.com for additional insights from our ExactTarget communitylike Vegas understands point spreads. And while they don’t share of clients, partners, employees, andsome magical crystal ball that lets them divine the future, they do industry thought-leaders. Tim Kopp CMO, ExactTarget 2
Table of ContentsIntroduction 2Section I: CROSS-CHANNEL MARKETING 5Matt Fleckenstein, Microsoft 6 Jay Baer, Convince & Convert 7Jeff Eden, DEG Digital 8Christopher Parkin, Adobe 9Ashraf Montaser, AdInfinity 10Section II: EMAIL 11Bryan Wade, ExactTarget 12Matt Blumberg, Return Path 13Kristina Huffman, ExactTarget 14Section III: MOBILE 15Brent Hieggelke, Urban Airship 16R. J. Talyor, ExactTarget 17
Table of ContentsSection IV: SOCIAL 18Susan Marshall, ExactTarget 19Marcus Nelson, Addvocate 20Mark Schaefer, Blogger, Author, and Business Consultant 21Phil Szomszor, Firefly Communications 22Maddie Grant, Socialfish 23Geoff Livingston, Author, Speaker, and Strategist 24Andre Bourque, Blogger and Social Media Specialist 25Section V: MARKETING AUTOMATION 26Stephanie Miller, DMA 27Mathew Sweezey, Pardot 28Section VI: NEW & EMERGING TRENDS 29Kip Edwardson, Scotts Miracle-Gro 30Joe Pulizzi, Content Marketing Institute 31David Berkowitz, 360i 32Linda Woolley, DMA 33Jamyn Edis, Dash Labs 34Christopher Krohn, Restaurant.com 35
Big Data Breakthroughs Big Data seems to be the “big thing” right now. International Data campaign approaches can’t keep up with pervasively addressable customers Corporation (IDC) recently released a worldwide Big Data technology and services who engage well before and after the point of purchase.” More than ever, forecast showing the market is expected to grow from $3.2 billion in 2010 to $16.9 customers create their own paths across channels and touchpoints, bobbing and billion in 2015. There’s no denying that companies across the globe in nearly weaving as they discover, research, buy, and evangelize products and services. all industries are investing heavily in big data solutions to drive their business in Existing CRM solutions can’t keep up. new and interesting ways. I predict that in 2013, we will see big data solutions extend beyond traditional CRM, While big data continues to grow in popularity, it seems that the majority of use and a new category of real-time, cross-channel digital marketing automation will cases center around improved business and customer intelligence. Respondents emerge. For the first time, customers’ online transactions, responses to (or non- in Forrester Research’s June 2011 Global Big Data Online Survey reported that responses to) digital marketing efforts, and product/service usage behaviors will the majority of companies (55%) are leveraging big data for business intelligence stream in real time into advanced, data-driven marketing automation platforms that and analytics, while nearly three out of 10 (28%) were using big data for ERP sit atop big data solutions. or CRM purposes. As in the past, digital marketers will leverage their marketing knowledge and business/ While progress is being made in leveraging big data for CRM (see ING Direct customer intelligence to create a series of interactions that cut across the customer and Target), it is becoming increasingly clear that in today’s digital world, traditional journey to determine which message to serve to a customer. But once a campaign or CRM approaches fall short. As Forrester analyst Rob Brosnan writes, “Traditional CRM program is launched, real-time marketing automation solutions will take over, leveraging rules-based personalization and adaptive algorithms/machine learning to modify and optimize messages to individual users based upon current and past marketing performance. More than ever, marketing automation tools that are adaptive and flexible enough to keep up with and respond to customer interactions are critical, given the amount (and changing nature) of customer data we now have available and the fact that no two customers follow the same customer journey. In the past decade, we’ve seen automated, algorithmic platforms revolutionize how Matt Fleckenstein we buy/sell/trade stocks. (In 2010, it was projected that as much as 60% of all ordersDirector of Product Intelligence on the New York Stock Exchange were fulfilled by automated trading tools.) In 2013,Microsoft Office and Office 365 we will see real-time, cross-channel marketing automation tools emerge and begin a Microsoft similar revolution for driving CRM across the customer journey. www.microsoft.com @MatFlec Inspired Predictions for CROSS-CHANNEL MARKETING 6
Viral Breathes Its Last2013 will be the death of “viral” as a marketing strategy. Despite the success of Old Customers are more curious andSpice, Honey Badger, Gangnam Style, and other outliers, brands will recognize thatswinging for the fences breeds strikeouts and is wholly unpredictable and unreliable. more suspicious than ever. The onlyIn 2013, brands will eschew the strategy of hope and embrace a new strategy of way to succeed in that environmenthelp—and in doing so, will usher in a new era that diminishes promotion in favorof information. is to tilt the marketing objective from selling to helping.According to research conducted by Google, in 2010, consumers needed 5.3 sourcesof information before making a purchase. In 2011, just one year later, they needed10.4 sources. In just 12 months, the amount of information needed to pull the “buying Youtility is marketing that’s so useful, people would pay for it. If brands do that—trigger” doubled. Why? Are we less decisive? More risk adverse? No. We need more if they make their marketing inherently, truly, astoundingly useful—their customersinformation because we have more information. From blogs to podcasts to review will do their marketing for them. They’ll sell more by selling less.websites to Facebook and beyond, prospective customers are floating in a sea ofdata, and brands will begin to aggressively wage this war of information in 2013. That’s my prediction for 2013. Brands will focus on making their marketing indispensible.Simultaneous shifts in how, why, and how much information customers consume havefundamentally altered the success formula for modern business. Brands can’t surviveby shouting the loudest and relying solely on anachronistic, interruption-marketing,or even wacky videos that they pray will go viral. They can’t send an email every day,proclaiming that they’re featuring the “biggest sale ever!” They can’t simply rewrite aportion of the online brochure and hope that Google funnels customers to the website.Customers are more curious and more suspicious than ever. The only way to succeedin that environment is to tilt the marketing objective from selling to helping.If you sell something, you make a customer today. If you help someone, you maycreate a customer for life. Brands will take cues from Hilton Hotels, McDonald’s Jay BaerCanada, Clorox, Columbia Sportswear, and many, many others that have realized the Presidentkey to success is to stop being a salesman and start becoming a “Youtility.” Convince & Convert www.convinceandconvert.com @JayBaer7 Inspired Predictions for CROSS-CHANNEL MARKETING
The Year of “Omnichannel”Most organizations are collecting and using data to drive sales and In 2013, you’ll begin to see the most successful marketers creating everhelp decisions. However, few are truly taking advantage of the opportunities in front more sophisticated and effective cross-channel marketing experiences. Theof them to leverage that data for successful, meaningful, sustainable engagement— customer touchpoint data that is shared between a brand’s website, email, socialusually erring by being too focused on tactics without cohesive lines back to the interactions, and mobile will lead to cross-channel content, product, and experienceorganizational objectives. personalization like never before. This will most certainly manifest itself in both on and offline experiences.Doing this means highly sophisticated data organization and significant analyticalfirepower, along with seamless front and back-end systems integration and anomnichannel approach to marketing. To be successful, this approach must be an I believe that the personalized,ongoing strategic effort and cultural mindset—not just something you set and forget. integrated, experiential marketing portrayed in Minority Report is about to become a reality. There will be nearly 140 million smartphones in the hands of US consumers by the end of 2013, and according to e-Tailing Group Inc., roughly 80% of retailers have indicated that they will invest in mobile commerce in the coming year. Couple those figures with the technological advancements in analytics, cross-channel message delivery, geo-location, and content personalization, and I believe that the personalized, integrated, experiential marketing portrayed in Steven Spielberg’s 2002 movie, Minority Report, is about to become a reality. Jeff Eden Principal As digital marketers, we couldn’t be living in more exciting times. DEG Digital www.degdigital.com @JEdenInspired Predictions for CROSS-CHANNEL MARKETING 8
The Millisecond OpportunityThe explosion in data and content while a challenge to marketers, To address the last millisecond opportunity, marketing leaders are re-platforming withis leading to innovation. new systems that help them: • Sort through customer actions to find the meaningful signals that helpWe are rapidly moving into a post-PC world of unprecedented mobility, social them understand what they’re doing right now, where they are,connectedness, and content creation. The types, power, and connectivity of and what device they are usingthe devices we use is creating an increasing number of signals that each of usbroadcasts—our likes, interests, posts, traffic patterns, etc. These signals aren’t • Marry those signals with what is known about the customer from allrandom acts and facts—they are self-defining choices with meaning. available sources of data (CRM, social, etc.) to create a more holistic view • Use this view to predict the most appropriate content to deliverPowerful devices and social connectedness have also made it much easier for • Automatically assemble and deliver the appropriate content experiencebusinesses and consumers to create and distribute quality content. regardless of channel or device • Accomplish it all within milliseconds Marketing leaders will accelerate Consumers have started to experience some really positive engagement experiences innovation in 2013 to make sense and are thus increasingly demanding it as part of their relationship with brands. Marketing leaders will innovate in 2013 with newly available technology platforms and of all of these signals and content tools to deliver on this customer expectation. to deliver meaningful engagement. And they will do it in milliseconds.Marketing leaders will accelerate innovation in 2013 to make sense of all of thesesignals and content to deliver meaningful engagement. And they will do it inmilliseconds. By “meaningful engagement,” I mean delivering content and experiencethat is so timely, relevant, and personal that it adds value to our customers’ lives. Thisisn’t a new concept, but we are just now gaining access to the technology needed to Christopher Parkindeliver on the promise of personalization. Strategic Alliances Adobe Genesis Adobe Systems www.adobe.com @CParkin709 Inspired Predictions for CROSS-CHANNEL MARKETING
True Cross-Channel Marketing ArrivesHow many times have you heard the term “cross-channel” bandied We can start doing what marketersabout? As a marketer, the answer is probably more times than your average politicalcandidate has been pictured kissing babies—constantly. everywhere are trying to do—What is usually meant is that you can do web and social and email and offline and send each user a tailored message in themobile separately. Or, you can do it just as ineffectually as you aggregate these bits right environment at the right time.of data and try to reach them through a single channel. Either way, it’s not great.No more. The user will be a single user and each channel will have context of the Real-time recommendation engines are a simple example of this. Used in a checkoutuser’s state at that moment in time. The technology has been around for awhile and lane and integrated into email receipts, they’ve been around for some time. Displaynow “big data” has moved from a buzzword to business-as-usual. We can start doing ads use behavioral targeting in the same way to target messages. The proliferationwhat marketers everywhere (no matter the channel) are trying to do—send each user of offline and online profiling through social media sites and loyalty schemes, cheapa tailored message in the right environment at the right time, otherwise known as one- computing power, and company acquisition/consolidation is all happening. The onlyto-one marketing in many channels. thing missing is the elastic bands to tie them together and a multi-disciplined approach by marketers. Target was a case study in profiling and targeting (forgive the pun) a few years ago, and now these tools are cheaply available to all. The final technology piece is real acquisition modeling, which can account for the myriad of data noise in all channels. Marketers can move to building campaigns and messages around context and real time profiling and data enrichment rather than medium. So the best advice is to go back to Marketing 101: • Keep it simple. • Focus on target and message, not medium. Ashraf Montaser • Make the experience spookily personal—not creepy. Co-Founder Director AdInfinity www.adinfinity.com.au @AdInfinityAUInspired Predictions for CROSS-CHANNEL MARKETING 10
The Year of the First ImpressionWhen it comes to email, 2013 will be all about making that first and managing the inbox. Both ISP based-organizers (e.g., Gmail and Yahoo!) andimpression of the email count, reaching your readers wherever they are, and making client-based organizers (e.g., Outlook) automatically organize and display contentsure your message gets read. The changing landscape for where and how emails based on rules set up by the consumer—essentially changing the way consumersare being viewed opens the door for new innovations in email. Three things in view emails in their inbox. This technology could be a game-changer in the wayparticular will impact email marketing in 2013: marketers think about inbox preview and rendering.1. Mobile will become the platform of choice for email. 3. Testing will become the new send wizard.Handheld devices will overtake the PC screen as the place where consumers read In 2013, marketers will increasingly allow data to drive their email strategy throughemails first, making mobile rendering the most pressing issue email marketers face. the use of testing. Marketers will devote more time to testing subject lines, images,Marketers must adapt—literally—with adaptive HTML design using responsive content areas, or even entire email layouts to see what drives a higher ROI.designs. The @Media rules built into HTML to detect handheld devices versus Sophisticated marketers will not only test the emails themselves, but they will also testC screens will make their way into the mainstream email design standards. which data segments perform best. Testing tools are so easy to use that every emailNew technologies are making links device-aware (thus allowing marketers to send will become a test—and today’s winner will become the baseline for tomorrow’sredirect to a mobile app instead of the web), causing link redirects to be smarter test. Marketers will gain greater insight into winning subject lines, content, andand more mobile-aware. layouts—including important information about seasonality or how a campaign may lose effectiveness over time.2. Inbox organizers will change subscribers’ view of email.Marketed to consumers as time savers and productivity tools, inbox organizers willbecome increasingly popular in 2013 as consumers realize their benefit for organizing The changing landscape for where and how emails are being viewed opens Bryan Wade the door for new innovations in email. Vice President, Email Products ExactTarget www.exacttarget.com @Bryan_Wade12 Inspired Predictions for EMAIL
Consumers Will Fall in Love with Email (Again)In 2013, consumers will start discovering what industry insiders are already The inbox of the future also manages email more actively. It automates sortingseeing—email is cool again. For the record, it’s always been cool. But it’s been and prioritizes messages with solutions like OtherInbox (a Return Path subsidiary),a long time since so many new ideas about email came to light. This burst of Sanebox, and Gmail’s Priority Inbox. It dictates when messages are received andnew development offers a glimpse into the inbox of the future, and for smart sent (Boomerang for Gmail), and lets users set reminders (FollowUp.cc) so theymarketers, it’s an opportunity. can ignore messages until they’re ready to read them.First and foremost, the inbox of the future is a command center. It’s where users Soon, experiences that once required leaving the inbox will start taking place directlymanage social data, schedules, and even other communication channels. Think from messages. Consumers will watch video, they’ll read Tweets, they’ll review offersof how Rapportive displays contacts’ social media information in a Gmail sidebar; based on geo-targeted messages. Thanks to widespread industry adoption of securityor how Google Voice via Google Talk lets Gmail users make phone calls from their advances like DMARC, people will even shop directly from the inbox of the future—inboxes; or how TripIt uses flight confirmation emails to build and manage travel although probably not in 2013.itineraries. Then there are task managers like MailPilot and ActiveInbox that turnemail into a to-do list. All of this happens in the inbox, and as users embrace andspur more innovation like this, email will increasingly centralize an array of online As consumers rediscover email’sand offline experiences. coolness and manage more of their lives from the inbox, they’ll offer marketers an opportunity to truly engage them. So as consumers rediscover email’s coolness and manage more of their lives from the inbox, they’ll offer marketers an opportunity to truly engage them. One critical factor will separate brands that take advantage of this offer from the rest: intelligence. Matt Blumberg Marketers that succeed will know what devices their subscribers read email on, when Co-Founder, they read their messages, what they do with them (move them, forward them, ignore Chief Executive Officer, them)—and use these insights to build highly customized, highly effective campaigns. and Chairman Return Path Meanwhile mailbox providers will offer an additional incentive: they’ll use some of www.returnpath.com these same insights to guide deliverability decisions, further distancing the smartest @MattBlumberg marketers from the rest.Inspired Predictions for EMAIL 13
Email Flexibility Unlocks True CreativityIn 2013, designers will stop redesigning the wheel with every email send and uniqueness of our business. You sent a Columbus Day sale email,set up flexible email templates so they can increase production efficiencies and spend but can you really explain what Columbus Day has to do with your business?more time coming up with new ideas. Ideation and openness to change are innate Be honest and transparent with your subscribers and they will return the favor.to a designer’s nature and training and can be a hugely valuable asset in broadercreative conversations outside of just cranking out emails. The static, print-inspired email will die. Emails will not look the same in every email client, whether it’s because we’re using progressive enhancement tactics or responsive layouts. Content and design will be tailored to subscribers. This means giving up some control around how an email looks, which isn’t always easy. The static, print-inspired email Finally, we’ll see socially-ranked and curated content take front and center, letting will die. Emails will not look customers connect directly with influencers. Customer-curated content is trustworthy the same in every email client. and personal—two aspects of marketing that are the hardest to achieve. It’s a win- win—influencers are featured, which extends their reach, and marketers receive thoughtfully crafted content for their communications.We will all get our heads out of the “Apple tree” and start to recognize Android as the Lets create this future together!mobile market leader, accommodating its preview pane and image-blocking whenwe design. We will monitor the open tracking data and market share data and makeappropriate, informed decisions for the future of our subscribers. Subscribers arestarting to expect mobile legibility. Clear communication equals good design—don’t be deleted.We will stop hoarding and hyper-analyzing all of our competitor’s emails.Instead, we’ll replace that time with true collaboration between internal stakeholdersto develop and test new, crazy ideas that really speak to the personality and Kristina Huffman Design Practice Lead ExactTarget www.exacttarget.com @ETDesign14 Inspired Predictions for EMAIL
Mobile Apps Become a Strategic ImperativeLet’s just get this out of the way and proclaim 2013 as with Kraft Foods Group (now Mondelez) moving 10% of its media budget to mobile. Inanother “Year of Mobile.” In fact, global PC sales were outpaced by total smartphone addition, the Mobile Marketing Association’s recent MXS mobile study recommendedsales starting in 2011, so it’s probably time for us to just agree that this is the decade that marketers in 2013 should spend 7% of their budget on mobile advertising.of mobile. The fact is that mobile changes things more than anything we’ve ever seen. In 2013, mobile apps will move from being a brand’s playground to a strategic imperative: It’s probably time for us to just agree • Smartphone users worldwide will download more than 45 billion apps this year—nearly twice the number of apps that were downloaded in 2011. that this is the decade of mobile. (Gartner, August 17, 2012) The fact is that mobile changes things • Mobile apps are a $6 billion market today, growing to $55.7 billion by 2015. (Forrester, February 13, 2012) more than anything we’ve ever seen. • Consumer spending on mobile app stores and digital content will increase from $18 billion this year to $61 billion by 2016. (Gartner, July 12, 2012)In 2013, we’ll see mobile advertising spend grow at an increasing pace. We’re not going And now with push messaging, apps have a direct voice with all of their bestout on a limb to say that mobile ad budgets will at least quadruple in 2013 as brand customers and can reach out anytime, any place—without the app even being open.advertisers seek to be where consumers are. We’re already seeing evidence of this Push establishes direct-to-consumer communications with the future potential to steal advertising budgets from other channels as brands find higher response rates and a much lower cost—for example, sending Rich Push videos versus having TV ads being skipped over on DVRs. And there’s already growing evidence that push messaging is a primary reason that consumers keep some apps on their smartphones. In 2013, location will become apps’ trump card. Apps will leverage location to offer more value and innovative features to users. Location insights will enable apps to attain an unprecedented level of messaging precision—not only knowing where you are right now, but where you’ve been…where you live, work, and play. Brent Hieggelke CMO Urban Airship www.urbanairship.com @BHieggelkeInspired Predictions for MOBILE 16
Mobile ROI Takes Hold2013 will be the year of the mobile return on investment (ROI). Marketers have Clicks, opens, mCommerce conversions,already invested the resources into experimenting with mobile. In 2013, they’ll usedata to prove what works, and what doesn’t. coupon codes, in-app conversions...it’sNo matter the sophistication level of a mobile program, marketers can calculate its a dream field of marketing data thatROI. And the good news with mobile marketing? The data is there. Clicks, opens,mCommerce conversions, coupon codes, in-app conversions... it’s a dream field of can be used to quickly calculate ROI.marketing data that can be used to quickly calculate the ROI of a mobile marketinginvestment. Doing so will lead to a number of shifts in 2013. The most advanced marketers will determine ROI based on market segment—or individual. ROI by segment (or individual) will show that different channels work forMarketers solely adopting mobile will recognize their mobile email open rate (some each consumer, each purchase path and each marketing goal.marketers are seeing mobile opens over 30%; others, over 50%!) and refinetemplates and practices for conversion on the handset or tablet. Seeing its return In 2013, marketers will create simple to complex marketing campaigns that start,on investment, marketers will decide on how best to incorporate SMS and push continue, and end on a mobile device. Accountability for mobile investment is comingmessaging into a lifecycle marketing program, or whether to stick with transactional in 2013, and the data is there. Where will this new ROI lead you?use cases only for those channels.More advanced marketers will integrate advertising, email marketing, SMS/textmarketing, and push messages into the ways they promote their apps and mobilewebsites. In calculating the ROI for a mobile website or app, marketers will abandondisparate marketing programs and go with fully integrated cross-channel programsthat result in higher ROI. R. J. Talyor Vice President, Mobile Products ExactTarget www.exacttarget.com @RJTalyor17 Inspired Predictions for MOBILE
Slimming Down, Shaping Up, Getting Organized It sounds like a New Year’s resolution that could easily go awry, but it staffing adequately in-market and-in region to ensure conversations are authentic and sums up what will likely be a rude awakening for many marketers. Quality of fans local. This will require support from executives—which means that the champions and followers will matter more than quantity, and savvy marketers will begin to find will need to prove why social media is critical to all areas of the organization, not just creative ways to leverage social to drive more relevant, higher performing interactions marketing and customer service. with their customers. 3. Offline/Online Social Advertising Experiments 1. Community Curating As networks like Facebook, Twitter, Linkedin, Google+, and Pinterest look for new In an effort to eliminate unnecessary noise, people will continue limiting their friends and imaginative ways to expand their percentage of the advertising revenue pie, we’ll on Facebook and hiding content in their newsfeeds to only see what’s most relevant experience some in-your-face bloopers that people will readily reject. We’ll also see to them. Since most people are not emotionally connected to brands, we’ll also start creative uses of hashtags and conversation starters on TV, in-store, and on the radio. to see people “unlike” and “unfollow” brands that aren’t adding any value. Brands will need to think carefully about the creation of relevant, timely, and valuable content to ensure they aren’t curated right out of the picture. Quality of fans and followers will 2. Social Re-Org 101 matter more than quantity, and savvy marketers will begin to find Many organizations haven’t figured out how to staff for social media, but they’ll have no choice in 2013. You’ll either see brands outsourcing community management or creative ways to leverage social to drive higher performing interactions. 4. One World, Many Voices We all know that social media enables communities to freely connect, mobilize, and swiftly make decisions. This is what’s so powerful and amazing about social media! Susan Marshall These growing connections across regions will forge powerful social and economicSenior Director, Product Marketing - relationships, resulting in new businesses, fairer trade, and community activism. Social Product Line What’s more, video will bring us all closer as we get to “know” our customers and ExactTarget vendors without travel. www.exacttarget.com @S_Marshall Inspired Predictions for SOCIAL 19
Rise of the Amplified EmployeeThe 2012 Edelman Trust Barometer revealed the rise of credibility amongst It’s usually not a matter of employees not wanting to share content about theirregular employees in social media. The sudden rise in credibility was the greatest company. Typically it’s that they either don’t know what to share, or they don’t want toincrease since 2004—one that should serve as a wake-up call to leaders and say the wrong thing and get in trouble. So instead, they do nothing at all.communicators. This can be easily overcome by putting syndication systems in place to distributeConsider for a moment that in aggregate, your employees have an entirely different content and drive success toward your company’s key performance indicators.audience than your brand channels. It could be argued also that an enormous amount of Internal metrics will no longer be just a luxury, but an absolute necessity. In addition,intimacy, influence, and trust exists with these personal accounts vs. corporate channels. consideration for acknowledging and crediting your newfound evangelists will also be necessary to assist in supporting, rewarding, and perpetuating the behaviors you’re looking to encourage. Ask any person whether Without consistent recognition, your employees will likely lose interest and drop off. they’d rather talk to a logo or Even so, the greatest challenge marketers will have is organizing and creating a real person on social media. authentic content your employees feel is worthy of being shared.Anecdotally, ask any person whether they’d rather talk to a logo or a real person onsocial media, and you’ll have a better understanding of how important placing facesamongst your brand can become.To capitalize upon this trend, marketers will be required to think long and hard aboutputting together thorough training programs, conscientious social media policies, andinspired content that employees would want to share as brand advocates. Marcus Nelson Co-Founder and CEO Addvocate www.addvocate.com @MarcusNelson20 Inspired Predictions for SOCIAL
2013: The Year of Instagram!One of the biggest social media trends is the emphasis 4. oday, 67% of Instagram’s users are under the age of 34. I project that Ton visual content, and new research from The Social Habit seems to confirm that the there could be a huge upside across demographics because everybodyphoto-sharing site is poised for a breakout. loves sharing photos. And it’s so easy to use, even the non tech-savvy can master it in minutes.Of the Americans surveyed who currently use a social media platform, only 18% 5. ince Instagram is a mobile-only application, its adoption will increase Scurrently have a profile on Instagram. That’s paltry compared to Facebook (94%) or as the trend toward smartphones continues in 2013.Twitter (47%). But here are five reasons why Instagram could explode in 2013: How do you capitalize on this for your business? There’s an almost voyeuristic quality 1. f those who have a profile, 61% have used it in the past 24 hours, an O to Instagram that is lacking anywhere else—similar to the appeal of gossip magazines adoption level only surpassed by Facebook (at 84%). So those currently and reality TV shows. Can you show the “insider’s view” of your company in an using Instagram are pretty voracious users. entertaining way? Follow some journey or event in a realistic way? 2. f ALL social media users surveyed, 48% declared they are using Instagram O more often. This blows the other major platforms out of the water. 3. f those who have an Instagram profile, 83% use it at work—again surpassing O Theres an almost voyeuristic quality even Facebook and YouTube by a long shot. One reason could be that sharing on Instagram requires no typing. You just snap a photo and post in seconds. to Instagram that is lacking anywhere else—similar to the appeal of gossip magazines and reality TV shows. Instagram is a natural outlet for any business that can offer stunning visuals—think travel, exotic locations, celebrities, animals, news events. Instagram is also red-hot with teens right now. If this is your target market, get to know this photo-sharing community! Remember that Facebook acquired the 11-employee, non-revenue-producing Mark Schaefer Instagram early in 2012 for $1 billion. It was a defensive move, but at some point Blogger, Author, there will probably be a move to more closely integrate Instagram and the one billion and Business Consultant people on Facebook. Something to consider. www.businessesgrow.com @MarkWSchaefer In 2013, think “visual” communication and think Instagram.Inspired Predictions for SOCIAL 21
B2B Social Media Comes of AgeA recent eConsultancy survey found that 67% of marketing “The purchasing lifecycles are too long for social media.”decision makers agreed that social media is integral to their marketing mix (and only11% disagreed). But when I speak to B2B marketing and PR leaders, the received Yes, you’re going to spend a longer time selecting a new piece of accounting softwareopinion is that social media is a “consumer thing.” Why is this? to roll out in 50 countries than you are to buy a new digital camera. But to me, that means that an organization needs to spend more time building up trust. You can’tThere are 10 million people on LinkedIn in the UK—that’s about a third of the working spend all that time face-to-face with your prospects, but social is an excellent way ofpopulation. A similar number of people use Twitter in the UK, while another survey building on the relationship that you begin offline. And as the lines between personalfound that companies that blogged more frequently closed more deals. and professional lives blur, social media can add to the client relationship.2013 is the year that B2B social media will start to see its potential. But to do so, “People aren’t using social media for business.”we need to overcome a few objection points. Here are the top three thingsI keep hearing: Why would business people only want to get their news in print or via traditional broadcast channels? The answer is, they don’t. And why are videos, blogs,“Hardly anyone watches/reads my content.” infographics and podcasts increasingly popular? Because they’re interesting (ok, maybe not in all cases) and easily consumed in bite-sized portions.First up, with B2B social media you have to get over the numbers barrier becausethe universe is smaller. We’re not trying to make a “Gangnam Style” viral effectwith B2B content. And that’s not a bad thing. Success in B2B looks different—if ithelps to create a lead, it’s worth more than getting a bucketful of views. The keyis not to create content for the sake of it and (it has to tie in to the marketing mix)measure its effectiveness. There are 10 million people on LinkedIn in the UK: that’s about a third of the Phil Szomszor working population. A similar number Head of Business and Digital Firefly Communications of people use Twitter in the UK. www.fireflycomms.com @TheRedRocket22 Inspired Predictions for SOCIAL
Social Gets Infused in the Business WorldWe’re in a transitional period in which companies are struggling gives their company a competitive edge, and 84% agree that communicating coreto integrate social into their business processes, and it goes way beyond marketing. values via social media is integral to leadership—yet 44% are concerned about theThose that confine social activity to specific sales or marketing “channels” will soon be lack of involvement by their leaders in social media.at a huge disadvantage to those that can incorporate the human-powered principlesof social media throughout their organization. So why is this important for marketers? Because marketers understand story. Infusing social media into an organization requires communicating those core valueOur employees expect more transparency, more change, more experimentation, messages and the authentic brand story throughout the organization—which is aand more clarity. Smart organizations should start taking a close, hard look at their challenge for traditional leaders, as evidenced by their hesitance around social media.existing cultures and begin considering some different (less hierarchical) ideas of what“leadership” means if they are going to successfully adapt to this disruption.How do we know this? We conducted a recent survey of 500 individuals and asked Smart organizations will start taking athem questions about how their leaders are leveraging social media for organizational close, hard look at their existing culturesresults. Of those surveyed, 84% agree that leadership involvement in social media and begin considering some different ideas of what ‘leadership’ means. Marketers know how to tell the stories—and they also know how to experiment, test, and learn from different kinds of messaging. It’s time we started applying those skills to building leadership capacity, rather than just marketing. For leadership to spread through an organization—as social media demands—we need to change our culture, and marketing can play a vital role. Maddie GrantAuthor and Social Strategist SocialFish www.socialfish.org @MaddieGrantInspired Predictions for SOCIAL 23
2013: The Year of Clicks and MortarThe big shift for social media in 2013 has little to do Smart store owners and entertainment venues will seek to cater to the wired customerwith technology evolution or new social networks that well see. Rather, it will revolve on site. That includes making inventories available on the web, providing greataround how brick and mortar businesses—in particular, stores and entertainment wireless access in-venue, offering connected flat screens that amplify what customersvenues–integrate social into their physical brand experiences. are saying about the store or in-house entertainment, and of course, looking at the increasingly popular mobile deals that have become prevalent on networks likeSome folks dub this trend “clicks and mortar,” the integration of online into our Foursquare and (to some extent) Facebook.everyday physical whereabouts. In-store interactions represent a huge opportunity for business owners. Whether theyRecently, I attended the Ivy League Sports Symposium and, whether it was MLB offer in-store deals or easy access to peer reviews and customer service, real-timeor the Tough Mudder franchise, everyone was talking about the live fan experience on-site interaction can make or break store deals.from a participation perspective. As 2013 progresses and stores ready for the 2013 holiday rush, the innovators— both local and forward-thinking chains—will move to encourage in-store interactions. As 2013 progresses, the innovators— Similarly, entertainment venues will add additional content engagement and feedback loops to extend and better their live customer experience. both local and forward-thinking chains—will move to encourage The pervasive will expand, making live experiences a balance of clicks and mortar. in-store interactions.Its not just sports, either.Burberry recently invested significant dollars to bring the online experience into itsflagship London store. The effort includes some creative use of RFID chips to showvideo content about clothes that have been brought into changing rooms.Business owners realize the rise of smartphones and tablets has wrought a newrevolution in marketing. People can explore products and experiences on-the-gowherever they are. Geoff Livingston Author, Speaker, and Strategist www.geofflivingston.com @GeoffLiving24 Inspired Predictions for SOCIAL
Beneath the Surface: Storytelling in 2013 For years, Seth Casteel photographed dogs leisurely floating in pools For marketers, advances in social and playing in water fixtures. It wasnt until one of these animals lunged for a toy and dove into a pool that he captured an entirely new and revealing perspective on an media are simultaneously forcing otherwise ordinary event. It turns out, theres a whole lot of activity beneath the placid surface of a pools water. and enabling us to look beneath the surface of our businesses. Following business trends, speaking with clients, publishing articles, and hearing stories at internet marketing conferences throughout the year, Ive discovered a similar phenomenon. It turns out, theres a whole lot of consumer activity happening One of the most extensively distributed and widely read articles I wrote this year was beneath the surface of business as well. For marketers, advances in social media are a story about Pinterest and a mom-and-pop company launched by the social media simultaneously forcing and enabling us to look beneath the surface of our businesses. darling. What makes it so compelling is that it pairs the power of social media with Whats happening with Casteels canines is happening with our consumers, and good the power of a single voice. A lady pinned a photo, an enormous amount of interest storytelling is what brings these remarkable experiences to surface. ensued, and a company was launched. Its been said that content is the currency of social media. Good stories make up the higher value legal tender. In the content marketing world, that means creativity, investigation, articulation, and ultimately, engagement. Many of these stories dwell beneath the surface of the obvious. My Pinterest story and others like it are the kind of remarkable content brands and business need to find, articulate, and share to drive their reach in the social sphere. So dig deep in 2013, and pull all your good stuff to the surface. Andre Bourque, MBABlogger and Social Media Specialist www.socialmarketingfella.com @SocialMktgFella Inspired Predictions for SOCIAL 25
Technology Optimized to Serve CustomersTechnology will not drive digital marketing innovation in the coming years. Now that the data is manageable and accessible, we marketers have the chanceSmart marketers will. To be precise, smart marketers who use smart technology to stand up for our customers’ satisfaction. Smart marketers will put the customerwill drive the most innovation. But don’t get cocky, now. Marketers are not in needs first (and really first, not just first after the product needs). Driving response andcharge—consumers are. revenue. I predict that marketers make this their mantra in the coming year. No one will do this because I predict it--they will do it because it’s what works.Marketing automation technology has advanced to unlock the mysteries of consumerdata so that marketers can help enable and encourage fantastic and customized As Uncle Ben said to Spiderman, “With great power comes great responsibility.”consumer experiences. The days of “set it and forget it” are over. One size fits all Marketers, this is your year to use your big data technological power for the goodmarketing programs—built in January and left to run through June—are no longer of customer satisfaction.going to meet consumer expectations.The best tool in our arsenal is great strategy—driven by consumer need, choice, and Marketing automation technologybehavior. Consumers know that we have data about them, and they expect us to useit responsibly and respectfully. This creates a forced collaboration between marketers has advanced to unlock theand their customers—with industry bloggers, analysts, and journalists chiming in too. mysteries of consumer data.This is the year of the great omnichannel marketing strategists.Now, those brilliant strategists of the future look familiar because they are you and meand those folks down the hall who really get data analytics. Smart marketers will thinkoutside the channel. Although most of our data today comes from email marketinginteractions, we wont work from email data alone. Instead, smart marketers willanalyze and utilize most (or all) of the data they have to consistently presentmessaging that reflects customer interests and passions. Yes, the technology isimportant (essential!)—but it doesn’t alone ensure engagement. Stephanie Miller VP, Member Relations DMA Email Experience Council www.the-dma.org @StephanieSAM27 Inspired Predictions for MARKETING AUTOMATION
Early Adopter Window Closing The modern digital marketing revolution has spawned new The sizeable increase is directly tied to marketing automation’s ability to track marketing mediums and techniques such as SEO, SEM, and social media. The early individuals across multiple marketing mediums and keep a central database of their adopters of these technologies have seen the largest gains for taking that initial risk. actionable, individual history. The history is then used to dynamically personalize marketing efforts to each person across any medium, at any time. This allows Now that SEO, SEM, and social media are standard marketing avenues, what’s next? marketers to be infinitely more relevant to each person, increasing engagement. The new wave of innovation for marketers is automated marketing. Leading B2C and B2B companies and increasing marketing engagement through behavioral-based These abnormally high gains will not last forever; however, they will continue for tracking and dynamic messaging are deploying marketing automation worldwide. the next year or two. The next wave of adopters to marketing automation will be the early majority. These adopters will see the tail end of the largest returns from Currently, marketing automation is used by less than 15% of all companies in marketing automation. We should expect to see adoption creep into the mid-to- the United States. Despite its slower adoption rate, that 15% comprises leading high 20% by the end of 2013. companies like Restaurant.com. Some companies who have implemented this technology have reported an increase in revenue of over 300%. Now that SEO, SEM, and social media are standard marketing avenues, the next wave of innovation for marketers is in the field of automated marketing. If youre searching for a solid way to increase marketing engagement rates, look into marketing automation—and doing it sooner than later. Early adopters have Mathew Sweezey already proven the advantages, and big gains are still there to be had by the next Marketing Evangelist wave of companies adopting marketing automation.Pardot – an ExactTarget company www.pardot.com @MSweezey Inspired Predictions for MARKETING AUTOMATION 28
Get the Picture(s)!As a fan of the Cleveland Browns and the Minnesota Vikings, I’ve been wrong According to Blogher, 47% of online consumers have made a purchase based on amore often than not when it comes to predicting the future. If I was right, my teams Pinterest recommendation. Instagram gets over five million photos a day and has overwould have at least five Lombardi Trophies apiece. And I never did marry Drew 15 million users, while Facebook boasts 2.5 billion photos uploaded every month.Barrymore like I told everyone I would. However, I’m feeling pretty good about thisone: Brands will find themselves spending more on original photography. PG’s campaign for the Olympics, “Thank You Mom,” did a fantastic job using stunning images to tell the story of inspiration behind the athletes that inspire us.That’s “original”—meaning it originated from the brand. Brands are becoming (No, not Adrian Peterson’s mom—although he would make an awesome Olympian.)better storytellers–look at a campaign like “We Speak Mom” from Fisher-Price or General Electric is using Instagram to tell the GE story—go check it out and maybe“Jess Time” from Google Chrome. Campaigns like these are part of a movement. the light bulb will go on for you. (See what I did there?)Successful brands are telling the stories that their consumers want to hear—andshare. Combine that movement, or shift in advertising, with the popularity of photo We all want to increase our likes, pins, shares, and opt-ins, but are you interestingsharing online via social sites like Pinterest, Instagram, and Tumblr and you begin to enough to be pinned, followed, or subscribed to? Are you telling good stories, andsee a real change in how brands express themselves. And let’s not forget the billions are you giving your brand advocates something to share? You should, and you shouldof photos uploaded and shared daily on Facebook. rethink the photography on your site, in your emails, on your Facebook timeline, and on your Pinterest board. We all want to increase our likes, pins, shares and opt-ins but are you interesting enough to be pinned, followed, or subscribed to? Kip Edwardson Director of Digital Marketing The Scotts Miracle-Gro Company www.scotts.com @ScottsLawnCare30 Inspired Predictions for NEW EMERGING TRENDS
The Rise of the Chief Content Officer 2012 was the year content marketing came to life in North America. My advice for 2013: find According to research from Content Marketing Institute and MarketingProfs, approximately 90% of all marketers use some form of content marketing. This means your content marketing that now, when we say that marketers are publishers, its a true statement. In addition, budgets for content marketing now surpass 28% for both B2B and B2C companies mission statement. Thats a lot of content! So these marketers know that they need to be creating valuable and compelling But just because marketers can and do use content marketing, doesnt mean they do information in multiple channels to attract and retain customers–but its a struggle. it well. Actually, theres something quite amiss with content marketing. According to After all, most marketers weren’t trained as journalists and publishers. the same research, just one in three marketing professionals feel that their content marketing is effective. Now this is a real problem, especially when more than half of And now, to the inspired predictions for 2013: these marketers are planning to invest more money into this area over the next 12 1. Rise of the Chief Content Officer. More and more organizations (such as T he months. (Could this be the definition of insanity?) Kelly Services) will hire a dedicated chief storyteller to work with marketing and public relations departments to create a cohesive content strategy and unified customer experience around content. 2. he New Home for Journalists. In 2013, more journalists will be hired by T non-media companies than by media companies. 3. ontent MA. Google started acquiring smaller media companies, such as C Zagat, over a year ago. In 2013, well start to see big brands in all industries start to purchase media companies. While many will still opt to build, many will just buy the media brand and talent as part of their content marketing initiatives. Less than 5% of organizations have a written content marketing strategy. How can you develop winning content without a vision of what that content is supposed to do? Joe Pulizzi My advice for 2013–find your content marketing mission statement. Author and Founder Content Marketing Institutewww.contentmarketinginstitute.com @JuntaJoe Inspired Predictions for NEW EMERGING TRENDS 31
3D Printing (The “D” Stands for Disruptive)In 2012, 3D printing started to migrate from the lexicon of techie tinkerers to Both approaches facilitate a new form of peer-to-peer commerce, wherethe business trades. By the end of 2013, marketers will need to engage in serious customers buy goods directly from designers, cutting out many middlemen suchscenario planning to assess how 3D printing may impact their businesses. as manufacturers, retailers, and transportation. A colleague who owns a Makerbot once used it to print shower curtain rings from a design he found online. Meanwhile,Two companies that best exemplify the disruptive potential for 3D printing are someone at Shapeways told me it’s as easy to fulfill an order for 10,000 of the sameMakerbot and Shapeways. Makerbot designs and sells 3D printers which allow product as it is to fulfill 10,000 individualized items from a vendor.consumers to upload designs that print durable, tangible goods. The “ink” in this casecomes in spools of plastic. While Makerbot’s printers sell for $2,000 now, that price is While a small fraction of homes and businesses will own 3D printers next year, andbound to drop. Case in point, in 1987, Hewlett-Packard’s first inkjet printer cost $1,400 Shapeways is a long way from rivaling Amazon, marketers should take a long view as($2,850 in today’s dollars). But now, better ones are practically free. It’s not hard to to 3D printing’s potential. Those that find ways to adapt to and incorporate the shifts inenvision a model in the coming years where the printers are basically given away and technology and business models will be in a far better position once 3D printing goesthe profit comes from the “ink.” fully mainstream. By the end of 2013, marketers will need to engage in serious scenario planning to assess how 3D printing may impact their businesses.Shapeways is more akin to crafts marketplace Etsy, where anyone can upload theirdesigns and sell products. Shapeways fulfills the order, with objects printed in a range David Berkowitzof materials such as plastics, ceramics, glass, and sterling silver. Expect to see more Vice President of Emerging Mediaproducts “powered by Shapeways,” where consumers customize and personalize 360idesign templates that are then printed to their specifications. www.360i.com @DBerkowitz32 Inspired Predictions for NEW EMERGING TRENDS
Regulatory Threats Rise UpThe economic turmoil of the past four years As businesses increasingly rely on information for marketing capital, the regulation ofhas deeply affected the marketing industry. Yet, of all the changes I’ve observed, personal information will take on new importance. Politically naive data use policies,perhaps the most significant has been the evolution of marketing data as a highly combined with growing consumer demand for more relevant marketing will ignite aeffective driver for bottom-line growth. global privacy debate which could threaten responsible data-driven marketing.According to “The Power of Direct Marketing—2011/2012 Edition,” data-driven The emergence of consumer preference for more personalized advertising has fueledmarketing investment (as a portion of total advertising spend in the Unites States) the shift from mass marketing to highly targeted customer outreach and interaction.stood at over 52%. What’s more, data-driven marketing produced 8.7% of US GDP. • ccording to one study, published by the UK Direct Marketing Association, more A than seven in ten US consumers prefer to receive promotional offers that reflect their likes and dislikes. While the ability to mine and analyze • nother study, published by RSR Research, indicates that the vast majority of A data to drive strategic marketing global retailers say that customer-centric marketing opportunities such as better targeting through more detailed customer preferences (97%) and delivering decisions increases, so too does the real-time personalized offers to consumers (97%) are either highly valuable or somewhat valuable to them. threat to our ability to use it. While the ability to mine and analyze data to drive strategic marketing decisions increases, so too does the threat to our ability to use it. • Congress wants to put an end to the collection and use of consumer data. • The Federal Trade Commission is telling tall tales about marketing practices (like consumers who buy deep-fat fryers online will be denied health insurance). • Activists are using scare tactics, saying, “Consumers are being pinned like insects to a pin board,” by marketers. Linda A. Woolley • The press is slanting the story, reporting that marketers who collect personal Acting President and consumer data are worse than the FBI or the IRS. Chief Executive Officer DMA The regulation of personal data use will have far-reaching implications for the marketing www.the-dma.org economy of the future. @DMA_USAInspired Predictions for NEW EMERGING TRENDS 33
The Automobile AscendsAs the evolution of consumer engagement Now, for the first time in marketing history, sensors in the car, paired with smartphonemoves from web to social to mobile, well see an increasing desire to leverage the sensors, ambient information about road journeys from third party APIs (e.g., weather,latest innovations. The amusing thing is, a lot of that will be right under our noses— traffic, playlists), and the social profile of drivers, we can paint an amazingly vivideveryday objects. Some people call this the “internet of things.” Others call it picture of what we do on the road—and why.“physical computing.” In plain English, I’m referring to everyday interactions with oursurroundings at home, on the road, and at the office—objects that will be increasingly For marketers, that data is a goldmine—not only to reach and engage drivers, butfilled with cheap sensors, ubiquitous connectivity, and screens for apps and data, also to direct targeted and measurable campaigns. Imagine being able to betterbe it in a thermostat, a fridge, or a car. understand, at any given time of day, on any given stretch of highway, which consumer or household is driving, in which car, with whom, with what purpose,With 230 million vehicles on the road in the US and 120 million personal cars, theres and what destination. And then consider the broader time and location-basedalready a material installed base to support innovation. And cars are clearly an spectrum; whether for marketing insurance, leveraging a local merchant platform,important part of our daily routine, with an average of 10,000 miles driven per year or for dynamic advertising billboards.and $10,000 running costs. But little is known at a granular, data level about thedriving experience, outside of macro-level surveys or traffic-flow analyses. Just as Nest helps your home become smarter and Nike Fuel tracks your physical activity, this new vision of the car is becoming a reality. Imagine being able to understand which consumer is driving in which car, with whom, with what purpose, and what destination. Jamyn Edis Founder and CEO Dash Labs www.dash.by @Jamyn34 Inspired Predictions for NEW EMERGING TRENDS