10 Marketing Predictions for 2015

Wheelhouse ADVISORS Marketing 10Predictions for 2015 Content marketing has become a large part of many companies The continued 1 rise in popularity of content marketing marketing budget. Businesses are continuing to move from traditional marketing tactics towards creating high quality content that's targeted towards their customers interests. $$ Marketers, on average, spend over a quarter of their marketing budget on content marketing. Interesting content is a top 3 reason people follow brands on social media. B2B companies with blogs generate 67% more leads per month on average than non-blogging firms. Prediction .ll We predict that more companies will adopt content marketing in 2015 and content marketing budgets will rise. Data for marketing is more available than ever. It's increasingly easier to understand the cost per acquisition of a new customer and tie down marketing spend to see what's driving profitability. Systems like HubSpot, InfusionSoft and Marketo allow marketers to understand a customers' every interaction with your business. Use of marketing data 2 8% Spending on marketing analytics is expected to increase 60% by 2015. CMOS report they spend 8% of their marketing budgets on analytics, and expect to increase this level in the next 3 years. The adoption of marketing automation technology is expected to increase by 50% by 2015. Prediction We predict that marketing data will continue to become more detailed, easier and faster to obtain. More companies will seek ways to be "Data Driven" as tools become available to help them digest and use the data. With more and more compani reating content the increase in Increase in marketing noise is inevitable. We categorize noise as low quality cookie cutter content. Noise is content that doesn't really add any value. marketing noise! 40.5% 200 words The Amount Long Copy Outperformed Short Copy Google's Panda 4.0 and Pay Day 2.0 search algorithm updates were designed to further reduce the ranking of low-quality content. What Google Labels Thin Content Prediction We predict an increase in low quality content that adds little or no value. We expect search engines may become more stringent on ranking low quality content. In January 2014 Matt Cutts (Googles Head of Web Spam) said that guest blogging was going to die as a way to generate backlinks. Don't worry, there are still legitimate reasons to guest blog including brand awareness and traffic generation. Decrease in guest posting 4 STOP 19.7% $125 "If you're using guest blogging as a way to gain links in 2014, you should probably stop" is the average price of a paid guest blog pot. is the percentage of blogs willing to take a guest blog post. Prediction We predict fewer companies, and agencies, will guest post for SEO purposes. Adoption of video The use of video has skyrocketed over the past few years. If you put the term "Explainer Videos" into Google Trends, you will see a hockey stick line from January 2012 to present day. Video has become a useful part of marketing, it shows people how your product or service works, in a way you can't with text and images alone. 75% Salesforce, recently added an explainer video to their homepage and increased conversion rates by 20%. High quality videos can increase cart sizes by an impressive 174% of executives watch videos at least once a week, 50% watch videos YouTube. 65% visit the website after viewing a video. Prediction We expect more companies will commission explainer videos and make them a bigger part of their user experience and lead generation strategy in 2015. These days, companies with cash are buying tech to add to their business portfolio. Innovative startups who do things differently, better or have simply made a big splash in the market are getting acquired by larger companies. Increase in marketing software aquisitions 60% YAHOO! Facebook will happily pay $500,000 to $1 million per engineer Revenue in the marketing automation industry is predicted to grow by 60% in 2014. Up from 50% annual growth in 2012 and 2013. Yahoo Paid $30 Million in Cash for 18 Months of Young Summly Entrepreneur's Time Prediction We expect to see an increase in startup software acquisitions in 2015. That means the bigger marketing software providers will become more useful with a broader range of features for marketers to use. In general, the more relevant something is to you the more likely you Personalization are to interact with it. This results in more sales, a higher time on site, increased customer satisfaction, lower costs etc. 14% 19% In-house marketers who are Personalized emails improve clickthrough rates by 14% and conversion rates by 10%. 74% of online consumers get frustrated with websites when content appears that has nothing to do with their interests. personalizing their web experiences see, on average, a 19% uplift. Prediction 1:1 We expect 1-to-1 marketing to grow as personalization becomes more available and more widely adopted. Each year people use more websites and pass over more and more data. Micro targeting and As a result sites like Twitter and Facebook are a wealth of information hyper-segmentation 8. about their audience. This means marketers can now target a very niche audience size such as peoples preferences targeted locations. 1000% Only 47% of consumers opposed a law that restricted how data is used for online advertising. Targeted advertisements are, on average, almost twice as effective as nontargeted ads. A retargeted display ad will encourage 1,000% more people to search for a product. Prediction We expect the ways to target audiences to increase and the sizes of the end audiences to decrease in 2015. The ever-increasing use of mobile devices gives marketers more ways to target people during a longer period of the day. Mobile usage also gives marketers a chance to target people during different activities including Increased focus on mobile work, rest, play and research time. 42% of m-commerce sales come through apps. Morgan Stanley's analysts believe that, the mobile web will be bigger than desktop Internet use by 2015. ZenithOptimedia's analysts say that mobile is growing seven times faster than desktop Internet spend Prediction We expect mobile usage to continue to increase in 2015, almost making desktops obsolete. We expect this to be driven by phones, tablets and wearable tech. As people spend more time online in their work and personal lives, the opportunities for marketers to target online keeps rising. In addition to this, online gives a wealth of targeting, segmentation and tracking options that you just don't get with offline ad spend. Increased online 10 ad spend 77% £20bn UK adspend to hit £20bn for first time in 2015. Mobile ads growing by 77% in 2013, 56% in 2014 and 48% in 2015. Globally, internet advertising will grow at an average of 10% a year. Prediction We expect online ad spend to increase in 2015. We also expect more ways to target specific user groups to arise. 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