Download - What's Next? Marketing 2015
MARKETER’S2015
PREDICTIONSW
A PREDICTION
COMPILATION BY WISHPOND
What’s to come in 2015?
The experts have weighed in. We’ve got 21 predictions related to social media, content marketing, online marketing and SEO from some of the biggest (or most insightful) names
in the business.
SOCIAL MEDIAPREDICTIONS
“Businesses will find ways to bring their brand’s social
experience to all employees and better engage them as
ambassadors. Beyond marketing teams with daily
responsibilities, we will start to see activation efforts for
smarter, stronger and more organized social engagement
at the individual employee level.”
Andrew Caravella- VP Marketing, Sprout Social
Jay Baer- President, Convince & Convert “It’s already happening, but
2015 will be the year of paid amplification. With content
marketing reaching near-ubiquity, the success pendulum
will swing toward boosting consumption of content. That will put a new focus on math, testing and optimization as
content production and content distribution become
equally important.”
Lauren Riley- Social Media Manager, Bubble Jobs “After Pinterest released its
revamped analytics dashboard and Twitter announced that they’re experimenting with
inbuilt analytics, [...] it’s clear that social media platforms are
keen to share their data with their customers, and this will
have a knock-on effect on businesses who will use this
information for more intelligent social media
marketing.”
Eli Singer- CMO, Engagement Labs “Marketers will begin leveraging
YouTube as a key medium within their mix. It’s predominantly
been a place to play TV commercials, and has been
ignored by most marketers. But the opportunity for long-form
content and performance targeting, in addition to
YouTube’s ability to develop custom features, makes a unique and exciting video experience for
consumers.”
Michael Stelzner- Founder and CEO, SME “Those that pitch are becoming
ignored. A little bit of selling here and there is great, but
those marketers who do nothing but sell, sell, sell, are gonna get ignored, dismissed
and overlooked by consumers and prospects. Get cracking
folks, it’s time to actually care. That means dedicating more resources to things that are
harder to track, like answering customer questions and
providing more value online.“
CONTENT MARKETING
PREDICTIONS
Shafqat Islam- Co-Founder and CEO, NewsCred “As content marketing continues
to become further aligned with business goals, market
integrations will become invaluable. Brands will demand seamless solutions that make it
frictionless to connect their content marketing efforts with
their CRMs and ESPs. Technology providers will grow
their partner ecosystem with exclusive contracts and look for new integration opportunities
that will benefit clients.”
Jayson DeMers- Founder and CEO, AudienceBloom “Just as with product
placement in movies, advertisers will embrace advertisements placed
strategically within great content rather than being
blatant with their advertising. Publishers and advertisers will work together to ensure paid content actually brings value
to the user experience, and that it works seamlessly (and transparently) with existing
content.”
Guillaume Decugis- Co-Founder and CEO, Scoop.it “I believe 2015 will be the year
where SMBs embrace content marketing massively. This will
be made possible by ROI becoming much clearer and
more direct (maybe we’ll start to measure CCPL - i.e., content
cost per lead?)”
Jesse Noyes - Senior Director of Content, Kapost “‘Fat’ content will become the
focus of marketers everywhere. This includes content types like
white papers, videos, eBooks, infographics… content that can
be broken up and used as the fuel for multi-channel
campaigns.”
Michael Brenner- Head of Strategy, Newscred “2015 is the year content will
get personal! [...] We'll move beyond quantity+quality to
creating the right content for the right person in the right place and time. Content will
get personal as people-centric marketing takes over.”
Jenna Hangington- Marketing Content Specialist, Pardot "In 2015 expect to see more
marketers experimenting with podcasts to convey their thought leadership and
marketing messages. Podcasts are less resource-intensive
than video, and are a great way for marketers to break into the content scene without a huge
monetary investment. And just like video, audio content is easier to digest than more
generic content like blog posts, infographics, and ebooks."
DIGITAL MARKETING
PREDICTIONS
Michael Della Penna- Former CMO, Epsilon “Mobile-commerce is expected
to grow from $133 billion in 2013 to more than $516 billion by 2017. Most experts predict
Apple Pay will continue to be the leader in mobile wallets in 2015
as Google Wallet continues its growth through Google Play, but rises more slowly as a payment
system at point of sale.”
Russell Glass- Head of B2B Products, LinkedIn “I predict that B2B marketers
will see their audiences cross over to “mobile first” for the
first time in 2015 where greater than 50% of their marketing content will be
consumed on mobile or tablet device.”
Christophe Primault - CEO, GetApp “2015 will be the year when
B2B marketers will wake up to hyper-targeting. Only 10% of online visitors find what they
are looking for when interacting with online content. Savvy digital marketers will be
able to match traffic with business attributes, identify segments they want to grow and serve them with a very
targeted message.”
Russ Fradin - Co-Founder & CEO, Dynamic Signal “As brands adjust to meet the
expansive demands of the ever-diverse Generation Y,
they will lean toward individualized marketing. [...] Advertising will become more
personal, regionalized, localized. It's not a coincidence that Honda's new ad campaign revolves around the Bay Bridge
and you happen to live in Oakland.”
Chloe Mason Gray- Marketing Contributor, Kissmetrics “Marketers Will Begin to
Experiment With Wearable Technology as a Marketing
Channel. Google Glass could offer advertisers the chance to display their ads to users with a “pay-per-gaze” advertising model, and it could even help bridge the gap between on-
and offline advertising.”
Search Engine
OptimizationPREDICTIONS
Jayson DeMers- Founder & CEO, AudienceBloom “The Apple Watch will mark
the beginning of a new series of [SEO] trends. Business owners
and marketers will have to spend more time optimizing for
Bing and Apple Maps specifically, and will have to be
prepared for the onset of super-specific local searches.”
Dan Petrovic- Director, DejanSEO “Further fall of information
websites as Google gives more answers. If you’re in the business
of providing answers to your audience you’re about to have a
bad time as you’re in direct competition with Google. Today
we’re seeing complex queries being answered before all search
results with the source of the answer being credited with an
attribution link, whose click through cannot match the
standard result with no direct answers.”
Adam Connell- Founder, Bloggingwizard “More and more businesses
(especially small businesses) will shift to using SEO as part of a cohesive marketing strategy
rather than an isolated channel. And the metrics businesses care
about will move in the right direction towards ROI and away from worrying too much about individual keyword rankings.”
Lee Odden- CEO, TopRank Online Marketing. “The future of search won’t just
be about asking a Siri-like entity for information or thinking
about questions and receiving answers in a micro heads up
display (more contact lens than Google Glass), but the
application of predictive search answers. In other words, a big
data sourced understanding of individuals and situations so
specific, that technologies will deliver information with amazing accuracy and
relevancy before we need it.”
Larry Kim- Founder, Wordstream “In 2015 Google+ will die a slow
death. Integrations with existing Google products will be removed
or made optional. The most popular components of Google+ like photo sharing and hangouts
will be de-bundled and made available separately. G+
engagement will fade over time.”
SOURCEShttp://www.business2community.comhttp://contentmarketinginstitute.com
http://mashable.comhttp://www.forbes.comhttp://www.clickz.comhttp://www.forbes.com
http://www.marketingprofs.comhttp://socialtimes.com/http://www.pardot.com
http://maximizesocialbusiness.comhttp://chiefmo.co
https://blog.kissmetrics.comhttp://theimarketingcafe.comhttp://searchengineland.com
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