It has been a decade since the world has relished the most-evolving phenomenon of this new age media called digital media. The most interesting part of online marketing is that it’s still evolving at a rapid rate. Only in India the total online reach has increased from 23% to 42% in last one year.
As Rajan Anandan, MD, Google India rightly said, “India will become larger than the US in terms of number of Internet users by the end of 2014.” And we clearly are moving towards that. Now let’s have a look on some of the driving factors that can change the digital marketing in 2015.
1. The continued rise in popularity of content marketing
An optimized content marketing strategy works like magnet that helps in better search engine visibility, drives inbound traffic, attract prospects and convert leads in to customers. Business are continuing to move from traditional marketing tactics towards creative high quality content that’s targeted towards their customers interest and that’s why content marketing has become a large part of many companies marketing budget.
Below are some key insights on content marketing in 2014.
• Marketers on average spend a quarter of their marketing budget on content marketing
• Interesting content is a top three reason people follow brand on social media
• B2B companies with blogs generate 67% more leads per month on average then non-blogging firms
Our Prediction – We predict that more companies will adopt content marketing in 2015 and content marketing budget will rise.
2. Intelligent and optimal use of marketing data and analytics
Data for marketing is more available then ever, it’s increasingly easier to understand the cost of acquition of a new customer and tie down marketing spend to see what’s driving profitability. System likes HubSpot, InfusionSoft and Marketo allow marketers to understand customers every single interaction with your business.
Below are some key insights on marketing analytics in 2014.
• Spending on marketing analytics is expected to increase 60% by 2015
• CMOs report they spend 8% of their marketing budget on analytics and are expected to increase this level in next three years
• The adoption of marketing automation technology is expected to increase by 50% by 2015
Our Prediction – We predict that marketing data will continue to become more detailed, accurate 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.
3. Increase in marketing noise!
With more and more companies creating mass content to leverage inbound channels, the marketing noise is inevitable. We categorize noise in low quality cookie clutter content. Noise is content that doesn’t really add any value.
• Google’s panda 4.0 and payday 2.0 search algorithm updates were designed to further reduce the ranking of low quality content
• Content fewer than 200 words are generally considered as thin content for recent Google algorithm updates.
Our Prediction – We predict an increase in low quality content that adds little or no value. We expect search engine may become more stringent on ranking low quality content.
4. Decrease in guest blogging
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. If you are using guest blogging as a way to gain links in 2014. You should probably stop.
Our Prediction – We predict fewer companies and agencies will guest post for SEO purpose.
5. Adoption of video in marketing
The use of video has skyrocketed over the past few years, if you put the term “explainer videos” in Google search trends. You’ll se a hockey stick 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 or image alone.
• Salesforce recently added an explainer video on their homepage and increased conversion rate by 25%
• High quality videos can increase cart size by an impressive 174%
• 75% executives watch videos at least once a week and 65% of them visit the website after watching a video
Our 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.
6. Increase in marketing software acquisitions
These days companies with cash are buying tech to add to their business portfolio. Innovative startups that do things differently, better or have simply made a big splash in the market are getting acquired by larger companies.
• 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.
Our Prediction – We definitely expect to see an increase in startup software acquition in 2015. That means the bigger marketing software providers will become more useful with a bolder range of features for marketers to use.
7. Personalization in Marketing
In general, the more relevant something is to you the more likely you are to interact with it. This result is more sales and higher time on site, increased customer satisfaction and lower cost rates.
• 74% of online consumers get frustrated with websites when content appears that has nothing to do with their interests
• Personalized emails improve click through rates by 14% and conversion rate by 10%
• In-house marketers who are personalising their web experiences see, on average, a19% uplift.
Our Prediction – We predict that 1 to 1 marketing to grow as personalization become more available and more widely adopted.
8. Micro targeting on different channels
Each year people use more websites and pass over more and more data as a result sites like Twitter and Facebook are a wealth of information about their audience. This means marketers are capable to target very niche audience size such as people preferences targeted location.
• 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 95% more people to search for a product
Our Prediction – We surely expect the increment in the ways to target audience to increase and size of the end audience in 2015
9. Increased focus on Mobile Advertising
The ever-increasing use of mobile devices gives marketers more ways to target people during the longer period of the day. Mobile usage also gives marketers a chance to target people during different activities including work, rest, play and research time.
• 42% of mobile commerce sales comes through ads
• Morgan Stanly’s analysts believe that the mobile web will be bigger than desktop ads by 2015
• Analysis are also predicting that mobile is growing seven times faster than desktop internet spend
Our Prediction – We expect mobile usage to continue to increase in 2015, almost making desktop obsolete. We expect this to be driven by mobile phones, tabs and other wearable devices.
10. Increased Online Spend
As people spend more time online in their work and professional life, the opportunities for marketers to target online visitors will keep raising. In addition to this, online gives a wealth of targeting, segmentation and tracking options that you just don’t get with offline ad spend.
• Digital Advertising has also been witnessing a steady growth. The online advertising market in India to touch Rs 2,938 Crore.
Our Prediction – E-Commerce in India is expected to reach $24 billion (Rs 1,07,800 crores) by the year 2015, which explains the emphasis on E-retail stores like Flipkart, Myntra etc.