for 2013

Predicting the future
and any-ball game played anywhere.

wonderfully futile endeavor. Were it not, Las Vegas would prognosticators of every football, baseball, basketball,

is by and large a

share a passion for marketing’s past, present, and future that lets them spot trends—many of which will be very relevant to your brand in 2013.

have to close up shop overnight as we all became perfect

So dig in—think, question, and challenge the predictions you

This is not to say, however, that predictions are without value. day blinders and helps us contemplate how the events of the past and present may shape what’s yet to come. For today’s constant change—often afraid to look anywhere but forward seemingly drives our every move today. marketers, this is a priceless exercise as we live in a state of

find within these pages. Do they align with what you’re seeing within your market? Is there a big trend coming that you need to prepare for today?

The mere act of contemplating the future removes our day-to-

The value of these predictions lies not in their accuracy at some find them as thought-provoking as we do.

future date, but in the questions they inspire today. We hope you

for fear that we’ll fall behind our peers and the technology that

And that’s exactly why we ask you to stop and read this

To an inspired future,
Looking for More Predictions in 2013?

collection of predictions from ExactTarget clients, partners,

employees, and friends. Collectively, they have hundreds of years of experience as marketers. They understand brand, audience, technology, data, automation, measurement, and ROI

like Vegas understands point spreads. And while they don’t share some magical crystal ball that lets them divine the future, they do

Tim Kopp CMO, ExactTarget

Visit blog.exacttarget.com for additional insights from our ExactTarget community of clients, partners, employees, and industry thought-leaders.

2

Table of Contents
Introduction 2

Section I: CROSS-CHANNEL MARKETING
Matt Fleckenstein, Microsoft Jay Baer, Convince & Convert Jeff Eden, DEG Digital Christopher Parkin, Adobe Ashraf Montaser, AdInfinity

5
6 7 8 9 10

Section II: EMAIL
Bryan Wade, ExactTarget Matt Blumberg, Return Path Kristina Huffman, ExactTarget

11
12 13 14

Section III: MOBILE
Brent Hieggelke, Urban Airship R. J. Talyor, ExactTarget

15
16 17

and Business Consultant Phil Szomszor. Blogger and Social Media Specialist 18 19 20 21 22 23 24 25 Section V: MARKETING AUTOMATION Stephanie Miller. Firefly Communications Maddie Grant. Restaurant. DMA Mathew Sweezey.Table of Contents Section IV: SOCIAL Susan Marshall. Pardot 26 27 28 Section VI: NEW & EMERGING TRENDS Kip Edwardson. Blogger.com 29 30 31 32 33 34 35 . Socialfish Geoff Livingston. DMA Jamyn Edis. Content Marketing Institute David Berkowitz. and Strategist Andre Bourque. Addvocate Mark Schaefer. ExactTarget Marcus Nelson. Dash Labs Christopher Krohn. Speaker. 360i Linda Woolley. Scotts Miracle-Gro Joe Pulizzi. Author. Author.

CROSS-CHANNEL MARKETING 5 .

com @MatFlec we buy/sell/trade stocks. research. For the first time. all industries are investing heavily in big data solutions to drive their business in campaign approaches can’t keep up with pervasively addressable customers who engage well before and after the point of purchase. similar revolution for driving CRM across the customer journey.2 billion in 2010 to $16. it seems that the majority of use I predict that in 2013. we will see real-time. data-driven marketing automation platforms that cases center around improved business and customer intelligence. (In 2010. There’s no denying that companies across the globe in nearly new and interesting ways. But once a campaign or and Target).) In 2013. while nearly three out of 10 (28%) were using big data for ERP or CRM purposes. marketing automation tools that are adaptive and flexible enough to keep up with and respond to customer interactions are critical.” More than ever. and a new category of real-time. and evangelize products and services. emerge. and product/service usage behaviors will sit atop big data solutions. given the amount (and changing nature) of customer data we now have available and In the past decade.Big Data Breakthroughs Big Data seems to be the “big thing” right now. the majority of companies (55%) are leveraging big data for business intelligence While progress is being made in leveraging big data for CRM (see ING Direct As in the past. cross-channel marketing automation tools emerge and begin a Inspired Predictions for CROSS-CHANNEL MARKETING 6 . the fact that no two customers follow the same customer journey. Existing CRM solutions can’t keep up. customers’ online transactions. bobbing and weaving as they discover. we’ve seen automated. “Traditional marketing performance. it was projected that as much as 60% of all orders on the New York Stock Exchange were fulfilled by automated trading tools. As Forrester analyst Rob Brosnan writes. digital marketers will leverage their marketing knowledge and business/ customer intelligence to create a series of interactions that cut across the customer CRM program is launched. buy. customers create their own paths across channels and touchpoints. real-time marketing automation solutions will take over.microsoft. International Data Corporation (IDC) recently released a worldwide Big Data technology and services forecast showing the market is expected to grow from $3. traditional CRM approaches fall short. we will see big data solutions extend beyond traditional CRM.9 billion in 2015. it is becoming increasingly clear that in today’s digital world. leveraging rules-based personalization and adaptive algorithms/machine learning to modify and optimize messages to individual users based upon current and past journey to determine which message to serve to a customer. More than ever. responses to (or nonstream in real time into advanced. While big data continues to grow in popularity. algorithmic platforms revolutionize how Matt Fleckenstein Director of Product Intelligence Microsoft Office and Office 365 Microsoft www. cross-channel digital marketing automation will responses to) digital marketing efforts. Respondents in Forrester Research’s June 2011 Global Big Data Online Survey reported that and analytics.

Clorox. why. Customers are more curious and more suspicious than ever. Gangnam Style. brands will eschew the strategy of hope and embrace a new strategy of help—and in doing so.convinceandconvert. Honey Badger. They can’t send an email every day. In 2011. Why? Are we less decisive? More risk adverse? No. you may create a customer for life. proclaiming that they’re featuring the “biggest sale ever!” They can’t simply rewrite a portion of the online brochure and hope that Google funnels customers to the website. If brands do that— will do their marketing for them. many others that have realized the Jay Baer President Convince & Convert www. and other outliers. they needed 10. or even wacky videos that they pray will go viral. just one year later. in 2010. Brands will focus on making their marketing indispensible. From blogs to podcasts to review websites to Facebook and beyond. The only way to succeed in that environment is to tilt the marketing objective from selling to helping. Brands will take cues from Hilton Hotels. you make a customer today. prospective customers are floating in a sea of data. Columbia Sportswear. In 2013. According to research conducted by Google.4 sources. They’ll sell more by selling less. interruption-marketing.Viral Breathes Its Last 2013 will be the death of “viral” as a marketing strategy. astoundingly useful—their customers Simultaneous shifts in how. will usher in a new era that diminishes promotion in favor of information. Customers are more curious and more suspicious than ever. and how much information customers consume have fundamentally altered the success formula for modern business. The only way to succeed in that environment is to tilt the marketing objective from selling to helping.com @JayBaer 7 Inspired Predictions for CROSS-CHANNEL MARKETING . and brands will begin to aggressively wage this war of information in 2013. We need more information because we have more information. if they make their marketing inherently. truly.3 sources of information before making a purchase.” Canada. McDonald’s key to success is to stop being a salesman and start becoming a “Youtility. consumers needed 5. Despite the success of Old Spice. Brands can’t survive by shouting the loudest and relying solely on anachronistic. If you sell something. the amount of information needed to pull the “buying trigger” doubled. brands will recognize that swinging for the fences breeds strikeouts and is wholly unpredictable and unreliable. In just 12 months. people would pay for it. That’s my prediction for 2013. If you help someone. Youtility is marketing that’s so useful. and many.

help decisions.com @JEden As digital marketers. personalized. However. To be successful. few are truly taking advantage of the opportunities in front In 2013. and I believe that the movie. cross-channel have indicated that they will invest in mobile commerce in the coming year. we couldn’t be living in more exciting times. geo-location. integrated. and experience Doing this means highly sophisticated data organization and significant analytical firepower. experiential marketing portrayed in Minority Report is about to become a reality.degdigital.. is about to become a reality. and content personalization. product. There will be nearly 140 million smartphones in the hands of US consumers by the end of 2013. Couple message delivery. This will most certainly manifest itself in both on and offline experiences. roughly 80% of retailers those figures with the technological advancements in analytics. Minority Report. meaningful. and according to e-Tailing Group Inc. you’ll begin to see the most successful marketers creating ever of them to leverage that data for successful. Inspired Predictions for CROSS-CHANNEL MARKETING 8 . integrated.The Year of “Omnichannel” Most organizations are collecting and using data to drive sales and usually erring by being too focused on tactics without cohesive lines back to the organizational objectives. sustainable engagement— more sophisticated and effective cross-channel marketing experiences. experiential marketing portrayed in Steven Spielberg’s 2002 Jeff Eden Principal DEG Digital www. I believe that the personalized. email. this approach must be an ongoing strategic effort and cultural mindset—not just something you set and forget. The customer touchpoint data that is shared between a brand’s website. along with seamless front and back-end systems integration and an omnichannel approach to marketing. social personalization like never before. and mobile will lead to cross-channel content. interactions.

social connectedness. where they are. These signals aren’t • Marry those signals with what is known about the customer from all • Use this view to predict the most appropriate content to deliver available sources of data (CRM. By “meaningful engagement. • Automatically assemble and deliver the appropriate content experience regardless of channel or device • Accomplish it all within milliseconds Marketing leaders will accelerate innovation in 2013 to make sense of all of these signals and content to deliver meaningful engagement. We are rapidly moving into a post-PC world of unprecedented mobility. and personal that it adds value to our customers’ lives. social. relevant. Consumers have started to experience some really positive engagement experiences and are thus increasingly demanding it as part of their relationship with brands. The types.” I mean delivering content and experience that is so timely.adobe. traffic patterns. is leading to innovation. Marketing leaders will accelerate innovation in 2013 to make sense of all of these signals and content to deliver meaningful engagement. To address the last millisecond opportunity. and connectivity of the devices we use is creating an increasing number of signals that each of us random acts and facts—they are self-defining choices with meaning. etc. power. etc.) to create a more holistic view Powerful devices and social connectedness have also made it much easier for businesses and consumers to create and distribute quality content. interests.com @CParkin70 9 Inspired Predictions for CROSS-CHANNEL MARKETING . And they will do it in milliseconds. marketing leaders are re-platforming with new systems that help them: • Sort through customer actions to find the meaningful signals that help them understand what they’re doing right now. but we are just now gaining access to the technology needed to deliver on the promise of personalization. posts. and what device they are using broadcasts—our likes. and content creation. tools to deliver on this customer expectation. And they will do it in milliseconds. Marketing leaders will innovate in 2013 with newly available technology platforms and Christopher Parkin Strategic Alliances & Adobe Genesis Adobe Systems www. This isn’t a new concept.The Millisecond Opportunity The explosion in data and content while a challenge to marketers.

Display ads use behavioral targeting in the same way to target messages. otherwise known as one- of offline and online profiling through social media sites and loyalty schemes. The technology has been around for awhile and now “big data” has moved from a buzzword to business-as-usual. you can do it just as ineffectually as you aggregate these bits We can start doing what marketers everywhere are trying to do— send each user a tailored message in the right environment at the right time. The user will be a single user and each channel will have context of the user’s state at that moment in time. • Focus on target and message. not medium. Marketers can move to building campaigns and messages around context and real time profiling and data enrichment rather than medium. Ashraf Montaser Co-Founder & Director AdInfinity www. The only by marketers. mobile separately. cheap computing power. which can account for the myriad of data noise in all channels. the answer is probably more times than your average political What is usually meant is that you can do web and social and email and offline and of data and try to reach them through a single channel. it’s not great. Used in a checkout lane and integrated into email receipts.au @AdInfinityAU • Make the experience spookily personal—not creepy. Inspired Predictions for CROSS-CHANNEL MARKETING 10 .True Cross-Channel Marketing Arrives How many times have you heard the term “cross-channel” bandied candidate has been pictured kissing babies—constantly. a tailored message in the right environment at the right time. and company acquisition/consolidation is all happening. they’ve been around for some time. The proliferation No more. Real-time recommendation engines are a simple example of this. thing missing is the elastic bands to tie them together and a multi-disciplined approach The final technology piece is real acquisition modeling. Either way. Target was a case study in profiling and targeting (forgive the pun) a few years ago. We can start doing what marketers everywhere (no matter the channel) are trying to do—send each user to-one marketing in many channels.com. and now these tools are cheaply available to all. Or. So the best advice is to go back to Marketing 101: • Keep it simple. about? As a marketer.adinfinity.

EMAIL 11 .

Testing will become the new send wizard. reaching your readers wherever they are. This technology could be a game-changer in the way marketers think about inbox preview and rendering.The Year of the First Impression When it comes to email. send will become a test—and today’s winner will become the baseline for tomorrow’s layouts—including important information about seasonality or how a campaign may redirect to a mobile app instead of the web). Both ISP based-organizers (e.g. images. Testing tools are so easy to use that every email test. the use of testing. Sophisticated marketers will not only test the emails themselves. causing link redirects to be smarter 2. Handheld devices will overtake the PC screen as the place where consumers read Marketers must adapt—literally—with adaptive HTML design using responsive designs. marketers will increasingly allow data to drive their email strategy through content areas. Marketers will devote more time to testing subject lines.exacttarget. Mobile will become the platform of choice for email. and lose effectiveness over time. Marketers will gain greater insight into winning subject lines. content. and making sure your message gets read. but they will also test which data segments perform best. New technologies are making links device-aware (thus allowing marketers to and more mobile-aware. In 2013. Inbox organizers will change subscribers’ view of email. The changing landscape for where and how emails and managing the inbox.g. Marketed to consumers as time savers and productivity tools. 2013 will be all about making that first are being viewed opens the door for new innovations in email.. inbox organizers will become increasingly popular in 2013 as consumers realize their benefit for organizing The changing landscape for where and how emails are being viewed opens the door for new innovations in email. Three things in particular will impact email marketing in 2013: impression of the email count. or even entire email layouts to see what drives a higher ROI. making mobile rendering the most pressing issue email marketers face.com @Bryan_Wade 12 Inspired Predictions for EMAIL . emails first.. Bryan Wade Vice President. Gmail and Yahoo!) and client-based organizers (e. Email Products ExactTarget www. The @Media rules built into HTML to detect handheld devices versus C screens will make their way into the mainstream email design standards. Outlook) automatically organize and display content view emails in their inbox. based on rules set up by the consumer—essentially changing the way consumers 1. 3.

they’ll offer marketers an opportunity to truly engage them. highly effective campaigns. Matt Blumberg Co-Founder. consumers will start discovering what industry insiders are already seeing—email is cool again. it’s always been cool. and even other communication channels. First and foremost. spur more innovation like this. they’ll read Tweets. and Gmail’s Priority Inbox. and for smart marketers. they’ll offer marketers an opportunity to truly engage them.Consumers Will Fall in Love with Email (Again) In 2013. ignore them)—and use these insights to build highly customized. Consumers will watch video. and lets users set reminders (FollowUp. forward them. these same insights to guide deliverability decisions. inboxes. Think of how Rapportive displays contacts’ social media information in a Gmail sidebar. when they read their messages. Thanks to widespread industry adoption of security email into a to-do list. it’s an opportunity. or how TripIt uses flight confirmation emails to build and manage travel Soon. It automates sorting and prioritizes messages with solutions like OtherInbox (a Return Path subsidiary). All of this happens in the inbox. Sanebox. email will increasingly centralize an array of online As consumers rediscover email’s coolness and manage more of their lives from the inbox. This burst of new development offers a glimpse into the inbox of the future. Meanwhile mailbox providers will offer an additional incentive: they’ll use some of marketers from the rest. Chief Executive Officer. It dictates when messages are received and sent (Boomerang for Gmail). schedules. So as consumers rediscover email’s coolness and manage more of their lives from the inbox. and as users embrace and and offline experiences. the inbox of the future is a command center. experiences that once required leaving the inbox will start taking place directly from messages. and Chairman Return Path www. further distancing the smartest Inspired Predictions for EMAIL 13 .cc) so they can ignore messages until they’re ready to read them. they’ll review offers advances like DMARC.returnpath. It’s where users manage social data.com @MattBlumberg Marketers that succeed will know what devices their subscribers read email on. or how Google Voice via Google Talk lets Gmail users make phone calls from their itineraries. people will even shop directly from the inbox of the future— although probably not in 2013. For the record. Then there are task managers like MailPilot and ActiveInbox that turn based on geo-targeted messages. what they do with them (move them. One critical factor will separate brands that take advantage of this offer from the rest: intelligence. But it’s been a long time since so many new ideas about email came to light. The inbox of the future also manages email more actively.

Email Flexibility Unlocks True Creativity In 2013. informed decisions for the future of our subscribers. We will all get our heads out of the “Apple tree” and start to recognize Android as the mobile market leader. It’s a winwin—influencers are featured.com @ETDesign 14 Inspired Predictions for EMAIL . This means The static. set up flexible email templates so they can increase production efficiencies and spend uniqueness of our business. Instead. The static. responsive layouts. and marketers receive thoughtfully crafted content for their communications. Ideation and openness to change are innate to a designer’s nature and training and can be a hugely valuable asset in broader creative conversations outside of just cranking out emails. letting customers connect directly with influencers. we’ll replace that time with true collaboration between internal stakeholders to develop and test new. but can you really explain what Columbus Day has to do with your business? Be honest and transparent with your subscribers and they will return the favor. crazy ideas that really speak to the personality and Kristina Huffman Design Practice Lead ExactTarget www. Customer-curated content is trustworthy and personal—two aspects of marketing that are the hardest to achieve. Subscribers are starting to expect mobile legibility. Content and design will be tailored to subscribers. whether it’s because we’re using progressive enhancement tactics or giving up some control around how an email looks. accommodating its preview pane and image-blocking when appropriate. we design. We will monitor the open tracking data and market share data and make Finally. Emails will not look the same in every email client. Clear communication equals good design— don’t be deleted. we’ll see socially-ranked and curated content take front and center. which extends their reach. Emails will not look the same in every email client. print-inspired email will die. designers will stop redesigning the wheel with every email send and more time coming up with new ideas. You sent a Columbus Day sale email. which isn’t always easy.exacttarget. Let's create this future together! We will stop hoarding and hyper-analyzing all of our competitor’s emails. print-inspired email will die.

MOBILE 15 .

the Mobile Marketing Association’s recent MXS mobile study recommended that marketers in 2013 should spend 7% of their budget on mobile advertising. 2012) • Consumer spending on mobile app stores and digital content will increase from $18 billion this year to $61 billion by 2016. And there’s already growing evidence that push messaging is a primary reason that consumers keep some apps on their smartphones. The fact is that mobile changes things more than anything we’ve ever seen. attain an unprecedented level of messaging precision—not only knowing where you Brent Hieggelke CMO Urban Airship www.urbanairship. February 13. global PC sales were outpaced by total smartphone sales starting in 2011. but where you’ve been…where you live. August 17. In 2013. 2012) And now with push messaging. mobile apps will move from being a brand’s playground to a strategic imperative: • Smartphone users worldwide will download more than 45 billion apps (Gartner. location will become apps’ trump card. In 2013. Apps will leverage location to offer more value and innovative features to users.Mobile Apps Become a Strategic Imperative Let’s just get this out of the way and proclaim 2013 as another “Year of Mobile. July 12. 2012) It’s probably time for us to just agree that this is the decade of mobile. growing to $55.com @BHieggelke Inspired Predictions for MOBILE 16 . • Mobile apps are a $6 billion market today. The fact is that mobile changes things more than anything we’ve ever seen. work.7 billion by 2015. any place—without the app even being open. In 2013. so it’s probably time for us to just agree that this is the decade of mobile. We’re not going out on a limb to say that mobile ad budgets will at least quadruple in 2013 as brand advertisers seek to be where consumers are. sending Rich Push videos versus having TV ads being skipped over on DVRs. Location insights will enable apps to are right now. (Forrester. and play. advertising budgets from other channels as brands find higher response rates and a Push establishes direct-to-consumer communications with the future potential to steal much lower cost—for example. with Kraft Foods Group (now Mondelez) moving 10% of its media budget to mobile.” In fact. (Gartner. In addition. apps have a direct voice with all of their best customers and can reach out anytime. we’ll see mobile advertising spend grow at an increasing pace. We’re already seeing evidence of this this year—nearly twice the number of apps that were downloaded in 2011.

R. and push messages into the ways they promote their apps and mobile websites. in-app conversions. Marketers have already invested the resources into experimenting with mobile.Mobile ROI Takes Hold 2013 will be the year of the mobile return on investment (ROI). Doing so will lead to a number of shifts in 2013. Talyor Vice President. marketers will create simple to complex marketing campaigns that start. each purchase path and each marketing goal. coupon codes. mCommerce conversions. Accountability for mobile investment is coming More advanced marketers will integrate advertising. In calculating the ROI for a mobile website or app. Clicks. coupon codes. In 2013.it’s a dream field of marketing data that can be used to quickly calculate ROI. No matter the sophistication level of a mobile program. opens. J. messaging into a lifecycle marketing program. in-app conversions. opens. and end on a mobile device.. ROI by segment (or individual) will show that different channels work for Marketers solely adopting mobile will recognize their mobile email open rate (some marketers are seeing mobile opens over 30%. over 50%!) and refine templates and practices for conversion on the handset or tablet. email marketing. The most advanced marketers will determine ROI based on market segment—or each consumer.. or whether to stick with transactional In 2013. SMS/text marketing. mCommerce conversions.. and what doesn’t. marketers can calculate its ROI. marketers will abandon disparate marketing programs and go with fully integrated cross-channel programs that result in higher ROI. And the good news with mobile marketing? The data is there. others. marketers will decide on how best to incorporate SMS and push use cases only for those channels. Where will this new ROI lead you? continue.exacttarget. Mobile Products ExactTarget www. individual.com @RJTalyor 17 Inspired Predictions for MOBILE . in 2013. Seeing its return on investment. and the data is there. it’s a dream field of marketing data that can be used to quickly calculate the ROI of a mobile marketing investment.. they’ll use data to prove what works. Clicks.

SOCIAL 18 .

but it with their customers. to see people “unlike” and “unfollow” brands that aren’t adding any value. What’s more. 2.Slimming Down. resulting in new businesses. Community Curating In an effort to eliminate unnecessary noise.com @S_Marshall These growing connections across regions will forge powerful social and economic relationships. This will require support from executives—which means that the champions marketing and customer service. & Getting Organized It sounds like a New Year’s resolution that could easily go awry. we’ll experience some in-your-face bloopers that people will readily reject. Product Marketing Social Product Line ExactTarget www. people will continue limiting their friends on Facebook and hiding content in their newsfeeds to only see what’s most relevant to them. Quality of fans staffing adequately in-market and-in region to ensure conversations are authentic and local. but they’ll have no choice in 2013. not just and followers will matter more than quantity. You’ll either see brands outsourcing community management or Quality of fans and followers will matter more than quantity. Since most people are not emotionally connected to brands. and savvy marketers will begin to find creative ways to leverage social to drive more relevant. and on the radio. One World. We’ll also see creative uses of hashtags and conversation starters on TV. video will bring us all closer as we get to “know” our customers and Inspired Predictions for SOCIAL 19 . mobilize. Twitter. and community activism. and swiftly make decisions. we’ll also start need to think carefully about the creation of relevant. Brands will 3. higher performing interactions 1. Google+. timely. vendors without travel. will need to prove why social media is critical to all areas of the organization. and valuable content to ensure they aren’t curated right out of the picture.exacttarget. Shaping Up. sums up what will likely be a rude awakening for many marketers. and Pinterest look for new and imaginative ways to expand their percentage of the advertising revenue pie. Offline/Online Social Advertising Experiments As networks like Facebook. and savvy marketers will begin to find creative ways to leverage social to drive higher performing interactions. Many Voices We all know that social media enables communities to freely connect. in-store. 4. Social Re-Org 101 Many organizations haven’t figured out how to staff for social media. fairer trade. Linkedin. This is what’s so powerful and amazing about social media! Susan Marshall Senior Director.

Even so.addvocate. Typically it’s that they either don’t know what to share. rewarding. necessary to assist in supporting. or they don’t want to Consider for a moment that in aggregate. company. So instead. and you’ll have a better understanding of how important placing faces To capitalize upon this trend. your employees will likely lose interest and drop off. In addition. influence. It’s usually not a matter of employees not wanting to share content about their say the wrong thing and get in trouble.com @MarcusNelson 20 Inspired Predictions for SOCIAL . consideration for acknowledging and crediting your newfound evangelists will also be Ask any person whether they’d rather talk to a logo or a real person on social media. Internal metrics will no longer be just a luxury. they do nothing at all. Without consistent recognition. putting together thorough training programs. audience than your brand channels. Anecdotally. and perpetuating the behaviors you’re looking to encourage. The sudden rise in credibility was the greatest increase since 2004—one that should serve as a wake-up call to leaders and communicators. and Marcus Nelson Co-Founder and CEO Addvocate www. corporate channels. and trust exists with these personal accounts vs. social media. marketers will be required to think long and hard about inspired content that employees would want to share as brand advocates. your employees have an entirely different This can be easily overcome by putting syndication systems in place to distribute content and drive success toward your company’s key performance indicators. It could be argued also that an enormous amount of intimacy. ask any person whether they’d rather talk to a logo or a real person on amongst your brand can become. conscientious social media policies. but an absolute necessity.Rise of the Amplified Employee The 2012 Edelman Trust Barometer revealed the rise of credibility amongst regular employees in social media. the greatest challenge marketers will have is organizing and creating authentic content your employees feel is worthy of being shared.

businessesgrow. 48% declared they are using Instagram more often.2013: The Year of Instagram! One of the biggest social media trends is the emphasis photo-sharing site is poised for a breakout. an using Instagram are pretty voracious users. its adoption will increase as the trend toward smartphones continues in 2013. 67% of Instagram’s users are under the age of 34. How do you capitalize on this for your business? There’s an almost voyeuristic quality and reality TV shows. Today. But here are five reasons why Instagram could explode in 2013: 1. only 18% Twitter (47%). think “visual” communication and think Instagram. Since Instagram is a mobile-only application. animals. So those currently on visual content. and new research from The Social Habit seems to confirm that the 4. Of ALL social media users surveyed. get to know this photo-sharing community! Remember that Facebook acquired the 11-employee. This blows the other major platforms out of the water. celebrities. exotic locations. You just snap a photo and post in seconds. 83% use it at work—again surpassing on Instagram requires no typing. news events. non-revenue-producing Mark Schaefer Blogger. there will probably be a move to more closely integrate Instagram and the one billion In 2013. adoption level only surpassed by Facebook (at 84%). Of those who have an Instagram profile. Inspired Predictions for SOCIAL 21 .com @MarkWSchaefer Instagram early in 2012 for $1 billion. Can you show the “insider’s view” of your company in an entertaining way? Follow some journey or event in a realistic way? there could be a huge upside across demographics because everybody currently have a profile on Instagram. Author. and Business Consultant www. but at some point people on Facebook. It was a defensive move. 61% have used it in the past 24 hours. 3. That’s paltry compared to Facebook (94%) or to Instagram that is lacking anywhere else—similar to the appeal of gossip magazines 2. Of those who have a profile. even Facebook and YouTube by a long shot. Of the Americans surveyed who currently use a social media platform. Instagram is a natural outlet for any business that can offer stunning visuals—think travel. I project that loves sharing photos. One reason could be that sharing There's an almost voyeuristic quality to Instagram that is lacking anywhere else—similar to the appeal of gossip magazines and reality TV shows. 5. If this is your target market. Instagram is also red-hot with teens right now. Something to consider. even the non tech-savvy can master it in minutes. And it’s so easy to use.

And that’s not a bad thing. blogs.” Why would business people only want to get their news in print or via traditional broadcast channels? The answer is. But to do so. with B2B social media you have to get over the numbers barrier because the universe is smaller. that means that an organization needs to spend more time building up trust. Phil Szomszor Head of Business and Digital Firefly Communications www. but social is an excellent way of and professional lives blur. “Hardly anyone watches/reads my content. You can’t There are 10 million people on LinkedIn in the UK—that’s about a third of the working population.” First up. building on the relationship that you begin offline. you’re going to spend a longer time selecting a new piece of accounting software to roll out in 50 countries than you are to buy a new digital camera.fireflycomms. We’re not trying to make a “Gangnam Style” viral effect with B2B content.com @TheRedRocket 22 Inspired Predictions for SOCIAL . social media can add to the client relationship. is not to create content for the sake of it and (it has to tie in to the marketing mix) There are 10 million people on LinkedIn in the UK: that’s about a third of the working population. we need to overcome a few objection points. they don’t. infographics and podcasts increasingly popular? Because they’re interesting (ok. Here are the top three things I keep hearing: “People aren’t using social media for business. The key measure its effectiveness. the received “The purchasing lifecycles are too long for social media. And as the lines between personal 2013 is the year that B2B social media will start to see its potential. spend all that time face-to-face with your prospects. But to me.” Yes. Success in B2B looks different—if it helps to create a lead.B2B Social Media Comes of Age A recent eConsultancy survey found that 67% of marketing opinion is that social media is a “consumer thing. A similar number of people use Twitter in the UK. A similar number of people use Twitter in the UK. But when I speak to B2B marketing and PR leaders. And why are videos. it’s worth more than getting a bucketful of views. while another survey found that companies that blogged more frequently closed more deals.” Why is this? decision makers agreed that social media is integral to their marketing mix (and only 11% disagreed). maybe not in all cases) and easily consumed in bite-sized portions.

Our employees expect more transparency. For leadership to spread and marketing can play a vital role.org @MaddieGrant Inspired Predictions for SOCIAL 23 . and it goes way beyond marketing. Maddie Grant Author and Social Strategist SocialFish www. rather than just marketing. as evidenced by their hesitance around social media. more experimentation. gives their company a competitive edge. and 84% agree that communicating core lack of involvement by their leaders in social media. 84% agree that leadership involvement in social media them questions about how their leaders are leveraging social media for organizational Smart organizations will start taking a close. hard look at their “leadership” means if they are going to successfully adapt to this disruption. Marketers know how to tell the stories—and they also know how to experiment. Those that confine social activity to specific sales or marketing “channels” will soon be at a huge disadvantage to those that can incorporate the human-powered principles of social media throughout their organization.socialfish. existing cultures and begin considering some different (less hierarchical) ideas of what How do we know this? We conducted a recent survey of 500 individuals and asked results. and more clarity. through an organization—as social media demands—we need to change our culture. test. Of those surveyed.Social Gets Infused in the Business World We’re in a transitional period in which companies are struggling to integrate social into their business processes. It’s time we started applying those skills to building leadership capacity. Infusing social media into an organization requires communicating those core value messages and the authentic brand story throughout the organization—which is a challenge for traditional leaders. and learn from different kinds of messaging. more change. Smart organizations should start taking a close. values via social media is integral to leadership—yet 44% are concerned about the So why is this important for marketers? Because marketers understand story. hard look at their existing cultures and begin considering some different ideas of what ‘leadership’ means.

The effort includes some creative use of RFID chips to show Business owners realize the rise of smartphones and tablets has wrought a new wherever they are. offering connected flat screens that amplify what customers are saying about the store or in-house entertainment. I attended the Ivy League Sports Symposium and. Some folks dub this trend “clicks and mortar. either. or the Tough Mudder franchise. and Strategist www. making live experiences a balance of clicks and mortar. providing great wireless access in-venue. whether it was MLB from a participation perspective. It's not just sports. Similarly. loops to extend and better their live customer experience. both local and forward-thinking chains—will move to encourage in-store interactions. flagship London store. entertainment venues will add additional content engagement and feedback The pervasive will expand.geofflivingston. stores and entertainment Smart store owners and entertainment venues will seek to cater to the wired customer on site.com @GeoffLiving 24 Inspired Predictions for SOCIAL .2013: The Year of Clicks and Mortar The big shift for social media in 2013 has little to do venues–integrate social into their physical brand experiences. the innovators— both local and forward-thinking chains—will move to encourage in-store interactions. Speaker. That includes making inventories available on the web. revolution in marketing. everyone was talking about the live fan experience As 2013 progresses and stores ready for the 2013 holiday rush. the innovators— As 2013 progresses. Rather. In-store interactions represent a huge opportunity for business owners.” the integration of online into our everyday physical whereabouts. with technology evolution or new social networks that we'll see. looking at the increasingly popular mobile deals that have become prevalent on networks like Foursquare and (to some extent) Facebook. and of course. Recently. real-time on-site interaction can make or break store deals. it will revolve around how brick and mortar businesses—in particular. People can explore products and experiences on-the-go Geoff Livingston Author. Whether they offer in-store deals or easy access to peer reviews and customer service. Burberry recently invested significant dollars to bring the online experience into its video content about clothes that have been brought into changing rooms.

Good stories make up the higher value legal tender. Seth Casteel photographed dogs leisurely floating in pools and playing in water fixtures. One of the most extensively distributed and widely read articles I wrote this year was a story about Pinterest and a mom-and-pop company launched by the social media darling.socialmarketingfella. It wasn't 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 otherwise ordinary event. My Pinterest story and others like it are the kind their reach in the social sphere. of remarkable content brands and business need to find. In the content marketing world. engagement. and a company was launched. A lady pinned a photo. Following business trends. an enormous amount of interest beneath the surface of business as well. there's a whole lot of consumer activity happening For marketers. advances in social media are simultaneously forcing and enabling us to look beneath the surface of our businesses. and good storytelling is what brings these remarkable experiences to surface. articulation. Many of these stories dwell beneath the surface of the obvious. speaking with clients. that means creativity.com @SocialMktgFella Inspired Predictions for SOCIAL 25 . investigation. and ultimately. It turns out. and pull all your good stuff to the surface. advances in social media are simultaneously forcing and enabling us to look beneath the surface of our businesses.Beneath the Surface: Storytelling in 2013 For years. the power of a single voice. I've discovered a similar phenomenon. there's a whole lot of activity beneath the placid surface of a pool's water. Andre Bourque. and hearing stories at internet marketing conferences throughout the year. It turns out. It's been said that content is the currency of social media. and share to drive So dig deep in 2013. MBA Blogger and Social Media Specialist www. articulate. For marketers. publishing articles. What makes it so compelling is that it pairs the power of social media with ensued. What's happening with Casteel's canines is happening with our consumers.

MARKETING AUTOMATION 26 .

Marketers are not in charge—consumers are. not just first after the product needs). But don’t get cocky.org @StephanieSAM 27 Inspired Predictions for MARKETING AUTOMATION . Marketing automation technology has advanced to unlock the mysteries of consumer data so that marketers can help enable and encourage fantastic and customized consumer experiences. Smart marketers will put the customer needs first (and really first. messaging that reflects customer interests and passions.the-dma. it responsibly and respectfully. Now. One size fits all going to meet consumer expectations. marketing programs—built in January and left to run through June—are no longer Marketers. I predict that marketers make this their mantra in the coming year. choice. and behavior. Member Relations DMA & Email Experience Council www. Driving response and revenue. Smart marketers will think outside the channel. and they expect us to use and their customers—with industry bloggers. This is the year of the great omnichannel marketing strategists. we won't work from email data alone. To be precise. Smart marketers will. Now that the data is manageable and accessible. “With great power comes great responsibility. No one will do this because I predict it--they will do it because it’s what works. smart marketers who use smart technology will drive the most innovation. The days of “set it and forget it” are over. Instead. smart marketers will analyze and utilize most (or all) of the data they have to consistently present important (essential!)—but it doesn’t alone ensure engagement. analysts. Consumers know that we have data about them. Yes.” of customer satisfaction. Although most of our data today comes from email marketing interactions. and journalists chiming in too. this is your year to use your big data technological power for the good The best tool in our arsenal is great strategy—driven by consumer need. This creates a forced collaboration between marketers Marketing automation technology has advanced to unlock the mysteries of consumer data. now. the technology is Stephanie Miller VP.Technology Optimized to Serve Customers Technology will not drive digital marketing innovation in the coming years. those brilliant strategists of the future look familiar because they are you and me and those folks down the hall who really get data analytics. we marketers have the chance to stand up for our customers’ satisfaction. As Uncle Ben said to Spiderman.

We should expect to see adoption creep into the mid-tohigh 20% by the end of 2013. individual history. SEM. Now that SEO. If you're searching for a solid way to increase marketing engagement rates. Currently. These abnormally high gains will not last forever. look into marketing automation—and doing it sooner than later. Leading B2C and B2B companies and increasing marketing engagement through behavioral-based tracking and dynamic messaging are deploying marketing automation worldwide.com @MSweezey already proven the advantages. SEM. Despite its slower adoption rate. Early adopters have Mathew Sweezey Marketing Evangelist Pardot – an ExactTarget company www. that 15% comprises leading companies like Restaurant. The next wave of adopters to marketing automation will be marketing automation.com. This allows marketers to be infinitely more relevant to each person. what’s next? The new wave of innovation for marketers is automated marketing. and big gains are still there to be had by the next wave of companies adopting marketing automation. Some companies who have implemented this technology have reported an increase in revenue of over 300%. and social media are standard marketing avenues. The early adopters of these technologies have seen the largest gains for taking that initial risk. increasing engagement. and social media are standard marketing avenues. marketing automation is used by less than 15% of all companies in the United States. the early majority. they will continue for the next year or two. however. Inspired Predictions for MARKETING AUTOMATION 28 .Early Adopter Window Closing The modern digital marketing revolution has spawned new marketing mediums and techniques such as SEO. These adopters will see the tail end of the largest returns from Now that SEO.pardot. and social media. SEM. The sizeable increase is directly tied to marketing automation’s ability to track individuals across multiple marketing mediums and keep a central database of their actionable. the next wave of innovation for marketers is in the field of automated marketing. The history is then used to dynamically personalize marketing efforts to each person across any medium. at any time.

NEW & EMERGING TRENDS 29 .

in your emails. And let’s not forget the billions We all want to increase our "likes. “Thank You Mom. "followed." or subscribed to? Kip Edwardson Director of Digital Marketing The Scotts Miracle-Gro Company www." pins. shares. "followed. We all want to increase our "likes. However. and you should rethink the photography on your site. I’m feeling pretty good about this According to Blogher." pins. Campaigns like these are part of a movement. not Adrian Peterson’s mom—although he would make an awesome Olympian. or shift in advertising.” did a fantastic job using Pinterest recommendation.5 billion photos uploaded every month. Instagram gets over five million photos a day and has over That’s “original”—meaning it originated from the brand. shares and opt-ins but are you interesting enough to be pinned. see a real change in how brands express themselves. and are you giving your brand advocates something to share? You should. on your Facebook timeline. I’ve been wrong more often than not when it comes to predicting the future. and Tumblr and you begin to of photos uploaded and shared daily on Facebook. and opt-ins. and on your Pinterest board. (See what I did there?) “Jess Time” from Google Chrome. P&G’s campaign for the Olympics. better storytellers–look at a campaign like “We Speak Mom” from Fisher-Price or Successful brands are telling the stories that their consumers want to hear—and (No. with the popularity of photo sharing online via social sites like Pinterest. while Facebook boasts 2. 47% of online consumers have made a purchase based on a 15 million users. And I never did marry Drew one: Brands will find themselves spending more on original photography. but are you interesting enough to be pinned.) General Electric is using Instagram to tell the GE story—go check it out and maybe the light bulb will go on for you. Combine that movement.com @ScottsLawnCare 30 Inspired Predictions for NEW & EMERGING TRENDS .scotts. my teams would have at least five Lombardi Trophies apiece.Get the Picture(s)! As a fan of the Cleveland Browns and the Minnesota Vikings. share. If I was right. Brands are becoming stunning images to tell the story of inspiration behind the athletes that inspire us. Instagram. Barrymore like I told everyone I would." or subscribed to? Are you telling good stories.

Google started acquiring smaller media companies. Less than 5% of organizations have a written content marketing strategy. So these marketers know that they need to be creating valuable and compelling After all. to the inspired predictions for 2013: 1. According to research from Content Marketing Institute and MarketingProfs. ContentM&A. it's a true statement. Inspired Predictions for NEW & EMERGING TRENDS 31 .com @JuntaJoe My advice for 2013–find your content marketing mission statement. According to the same research. more journalists will be hired by non-media companies than by media companies. when we say that marketers are publishers. Actually. This means budgets for content marketing now surpass 28% for both B2B and B2C companies That's a lot of content! that now. My advice for 2013: find your content marketing mission statement. many will just buy the media brand and talent as part of their content marketing initiatives.The Rise of the Chief Content Officer 2012 was the year content marketing came to life in North America. In 2013. (Could this be the definition of insanity?) marketing is effective. Now this is a real problem. And now. 3. there's something quite amiss with content marketing. While many will still opt to build.  heRiseoftheChiefContentOfficer. most marketers weren’t trained as journalists and publishers.contentmarketinginstitute. 2. TheNewHomeforJournalists. over a year ago. doesn't mean they do it well. just one in three marketing professionals feel that their content these marketers are planning to invest more money into this area over the next 12 months. In 2013. especially when more than half of Zagat. we'll start to see big brands in all industries start to purchase media companies. But just because marketers can and do use content marketing. More and more organizations (such as T public relations departments to create a cohesive content strategy and unified customer experience around content. How can you develop winning content without a vision of what that content is supposed to do? Joe Pulizzi Author and Founder Content Marketing Institute www. In addition. approximately 90% of all marketers use some form of content marketing. such as Kelly Services) will hire a dedicated "chief storyteller" to work with marketing and information in multiple channels to attract and retain customers–but it's a struggle.

000 now. where anyone can upload their designs and sell products. where customers buy goods directly from designers. Two companies that best exemplify the disruptive potential for 3D printing are Both approaches facilitate a new form of peer-to-peer commerce.360i. tangible goods. David Berkowitz Vice President of Emerging Media 360i www. The “ink” in this case comes in spools of plastic. ceramics. Hewlett-Packard’s first inkjet printer cost $1. and transportation. better ones are practically free. product as it is to fulfill 10. By the end of 2013.com @DBerkowitz 32 Inspired Predictions for NEW & EMERGING TRENDS . Makerbot and Shapeways. and sterling silver.” where consumers customize and personalize design templates that are then printed to their specifications. It’s not hard to the profit comes from the “ink. marketers will need to engage in serious scenario planning to assess how 3D printing may impact their businesses. 3D printing started to migrate from the lexicon of techie tinkerers to the business trades. retailers. that price is ($2. glass. Those that find ways to adapt to and incorporate the shifts in By the end of 2013.” bound to drop. Expect to see more products “powered by Shapeways. in 1987. A colleague who owns a Makerbot once used it to print shower curtain rings from a design he found online.850 in today’s dollars). Shapeways is more akin to crafts marketplace Etsy.000 of the same consumers to upload designs that print durable. with objects printed in a range of materials such as plastics. While Makerbot’s printers sell for $2.3D Printing (The “D” Stands for Disruptive) In 2012. Makerbot designs and sells 3D printers which allow someone at Shapeways told me it’s as easy to fulfill an order for 10. But now. Case in point. marketers will need to engage in serious scenario planning to assess how 3D printing may impact their businesses.000 individualized items from a vendor. Shapeways fulfills the order.400 envision a model in the coming years where the printers are basically given away and While a small fraction of homes and businesses will own 3D printers next year. cutting out many middlemen such as manufacturers. marketers should take a long view as technology and business models will be in a far better position once 3D printing goes fully mainstream. and Shapeways is a long way from rivaling Amazon. to 3D printing’s potential. Meanwhile.

Linda A. has deeply affected the marketing industry.7% of US GDP. data-driven marketing produced 8. (like consumers who buy deep-fat fryers online will be denied health insurance). • Another study. • The Federal Trade Commission is telling tall tales about marketing practices • Activists are using scare tactics.the-dma.org @DMA_USA • The press is slanting the story. While the ability to mine and analyze data to drive strategic marketing decisions increases. Inspired Predictions for NEW & EMERGING TRENDS 33 . The regulation of personal data use will have far-reaching implications for the marketing economy of the future. stood at over 52%. “Consumers are being pinned like insects to a pin board. saying. published by RSR Research. so too does the threat to our ability to use it. perhaps the most significant has been the evolution of marketing data as a highly According to “The Power of Direct Marketing—2011/2012 Edition.” by marketers. reporting that marketers who collect personal consumer data are worse than the FBI or the IRS. • According to one study. published by the UK Direct Marketing Association. combined with growing consumer demand for more relevant marketing will ignite a global privacy debate which could threaten responsible data-driven marketing. of all the changes I’ve observed. • Congress wants to put an end to the collection and use of consumer data.Regulatory Threats Rise Up The economic turmoil of the past four years effective driver for bottom-line growth. What’s more. indicates that the vast majority of targeting through more detailed customer preferences (97%) and delivering somewhat valuable to them.” data-driven marketing investment (as a portion of total advertising spend in the Unites States) The emergence of consumer preference for more personalized advertising has fueled the shift from mass marketing to highly targeted customer outreach and interaction. Politically naive data use policies. global retailers say that customer-centric marketing opportunities such as better real-time personalized offers to consumers (97%) are either highly valuable or While the ability to mine and analyze data to drive strategic marketing decisions increases. more than seven in ten US consumers prefer to receive promotional offers that reflect their likes and dislikes. Woolley Acting President and Chief Executive Officer DMA www. the regulation of personal information will take on new importance. Yet. so too does the threat to our ability to use it. As businesses increasingly rely on information for marketing capital.

there's already a material installed base to support innovation. ubiquitous connectivity. or a car. a fridge. ambient information about road journeys from third party APIs (e. at any given time of day. and what destination. With 230 million vehicles on the road in the US and 120 million personal cars. I’m referring to everyday interactions with our filled with cheap sensors. and screens for apps and data. Some people call this the “internet of things.by @Jamyn 34 Inspired Predictions for NEW & EMERGING TRENDS . on the road.g. weather. and at the office—objects that will be increasingly For marketers. this new vision of the car is becoming a reality. sensors. and what destination.” In plain English. for the first time in marketing history. that data is a goldmine—not only to reach and engage drivers.dash. with whom. playlists). leveraging a local merchant platform. data level about the driving experience. Just as Nest helps your home become smarter and Nike Fuel tracks your physical activity. sensors in the car. with what purpose. a lot of that will be right under our noses— “physical computing.000 miles driven per year and $10. And cars are clearly an important part of our daily routine. paired with smartphone traffic. spectrum. And then consider the broader time and location-based or for dynamic advertising billboards. in which car. but also to direct targeted and measurable campaigns..The Automobile Ascends As the evolution of consumer engagement moves from web to social to mobile. surroundings at home.” Others call it Now. outside of macro-level surveys or traffic-flow analyses. Jamyn Edis Founder and CEO Dash Labs www. with what purpose. Imagine being able to understand which consumer is driving in which car. we'll see an increasing desire to leverage the everyday objects. on any given stretch of highway. be it in a thermostat. with an average of 10. we can paint an amazingly vivid picture of what we do on the road—and why. and the social profile of drivers.000 running costs. latest innovations. But little is known at a granular. whether for marketing insurance. The amusing thing is. with whom. Imagine being able to better understand. which consumer or household is driving.

creating highly attractive ROI scenarios for gamification marketing.8 billion by 2016. true innovations emerge that revolutionize how marketers engage with customers.com @CKrohn1 Game on! Inspired Predictions for NEW & EMERGING TRENDS 35 . early adoption phase.com www. from sock puppet ads to Second Life virtual stores. When properly applied. Gartner estimates 70% of Global is more than just a fad. Gamification works because humans are innately wired to compete— even if it’s just against themselves or a neutral ‘progress bar. however. The rise of gamification doesn’t mean every brand will (or should) launch its own version of Farmville on Facebook—far from it! Cross-channel marketers should understand that gamification applies certain aspects of games to non-game program can prompt dopamine releases in the customer's brain and thereby incent and reward desired customer behaviors.' A study by M2 Research predicted that the $100 million spent by corporations on gamification in will rise to $2. but rather a true innovation that savvy marketers should capitalize on as early adopters. Every now and then. Gamification works because humans are innately wired to compete—even if it’s just tool to get them to do so. capitalizing on behavioral psychology to reward customers for changing their behaviors. long maturity phase. against themselves or a neutral “progress bar”—and game structures are an effective neurotransmitter and behavioral motivator that acts on the reward-seeking system of Marketing innovations tend to move through a classic product lifecycle curve: introductory phase. acquisition campaign ROI. late adoption phase. and social recognition awards are non-monetary.restaurant. And best of all. gamification is now entering in its introductory phase—but many are unsure if it is a true innovation or just another fad. The ultimate goal is to generate greater lifetime value and higher profits. a powerful the human brain. "leveling up. a properly structured gamification and eventually decline. For cross-channel marketers.2013 Means “Game On” for Gamification Marketing fads and gimmicks come and go— From where I sit. Those numbers indicate that gamification Christopher Krohn President & CMO Restaurant. social sharing behaviors. 2013 will be the year in which “gamification” moves from the periphery to the core of the cross-channel marketing tool set. Even more attractively. and online retail conversion rates. gamification techniques have been shown to increase customer retention. many of the best rewards like leader boards. 2000 businesses will be gamified by 2015. The underlying mechanism here is dopamine. user content generation. it's engaging and fun! applications." achievement badges. By providing the right rewards at the right time.

com .exacttarget.The Future of Marketing Starts Here Deeper engagement through a single point of interaction. Email Mobile Social Web Marketing Automation Data & Analytics Fuel Platform Discover Cross-Channel Marketing Automation www.

Sign up to vote on this title
UsefulNot useful