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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