What's Next? Marketing 2015
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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.
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What's Next? Marketing 2015
- 2. 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.
- 4. “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
- 5. 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.”
- 6. 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.”
- 7. 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.”
- 8. 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.“
- 10. 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.”
- 11. 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.”
- 12. 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?)”
- 13. 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.”
- 14. 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.”
- 15. 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."
- 17. 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.”
- 18. 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.”
- 19. 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.”
- 20. 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.”
- 21. 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.”
- 23. 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.”
- 24. 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.”
- 25. 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.”
- 26. 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.”
- 27. 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.”
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