Predicting the future is by and large a wonderfully futile endeavor. Were it not, Las Vegas would have to close up shop overnight as we all became perfect prognosticators of every football, baseball, basketball, and any-ball game played anywhere.
This is not to say, however, that predictions are without value. The mere act of contemplating the future removes our day-today blinders and helps us contemplate how the events of the past and present may shape what’s yet to come. For today’s marketers, this is a priceless exercise as we live in a state of constant change—often afraid to look anywhere but forward for fear that we’ll fall behind our peers and the technology that seemingly drives our every move today.
And that’s exactly why we ask you to stop and read this 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 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.
In this year’s annual guide includes:
- Matt Fleckenstein, Microsoft
- Jay Baer, Convince & Convert
- Jeff Eden, DEG Digital
- Brent Hieggelke, Urban Airship
- Marcus Nelson, Addvocate
- Joe Pulizzi, Content Marketing Institute
- David Berkowitz, 360i
So dig in—think, question, and challenge the predictions you 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 value of these predictions lies not in their accuracy at some future date, but in the questions they inspire today. We hope you find them as thought-provoking as we do.
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