Marketing Predictions of 2015: Who Was Right and Who…Wasn’t

Marketing Predictions of 2015: Who Was Right and Who…Wasn’t

At the start of each year, digital marketing experts all over the world weigh in on what the new year will bring for the industry. From SEO to social media to content marketing, thought leaders will make any number of predictions, ranging from the almost certain to the outright absurd. We looked back at some of the best marketing predictions for 2015 to see who called it and who didn’t. Happy reading!

Desktop Search Will Overtake Mobile Search (It Did!)

As of May 5th of this year, Google reported more searches on mobile devices than on computers in 10 countries, including the United States and Japan. The switch has many marketers advocating a “mobile-first” mindset.

Traditionally graphic designers and web developers design a digital asset (i.e. website, ad, etc.) on their desktop and then fine-tune certain elements for mobile. However, if you are a business targeting younger consumers “on the go,” a mobile-first strategy may be for you.

Mobile devices will continue to change search and digital marketing, so we strongly recommend looking for opportunities to fine tune your marketing strategy to interact with mobile users.

Content Creation Will Increase in Priority (Absolutely)

Searchmetrics released their 2015 search engine ranking factors study, and in the study, they found, not only is content creation more of a priority, but longer, more readable posts are most successful in search engine rankings. In addition to producing various types of content, today’s marketers should focus their content marketing strategy on creating longer form content (800-900 words).

Online Video Content Will Skyrocket (Dead on!)

According to Cisco, 69% of all consumer traffic will be to video content. Such a bold claim is only reinforced by the growing popularity of Facebook video and Vine.

On top of creating longer form content, the most successful marketing strategies will place greater emphasis on video production to engage today’s consumer. Wondering what type of video is right for you? There’s a blog for that.

Youtube Will Decline as Social Platforms Support Hosted Video (Yes and No…)

Although Youtube is still far and away the most dominant video platform today, Facebook’s video hosting platform has captured a significant amount of market share in only a little over four month’s time.

According to Business Insider, brands and publishers almost exclusively publish video to Facebook using the native platform, and while Youtube’s growth is stagnant, Facebook’s video hosting platform is growing at a breakneck pace.

All things considered, only 5% of posts on Facebook are videos. Youtube is still the go-to video search engine. In fact, Youtube is the second largest search engine in the world, with only Google fielding more queries. Facebook still has a long way to go if their end goal is to dethrone Youtube.

Google+ Will Grow as Local Search Becomes More Important (Wrong)

To be fair, many folks predicted just the opposite, but forecasting the death of Google+ was so mainstream anyway. Local SEO has become exponentially important in the past year, and because business pages on Google play such a significant role in Local SEO, many marketers saw a potential comeback in the otherwise failing platform (the vast majority of accounts are inactive business accounts created for SEO purposes).

Any rumors of a glorious G+ revival were quickly quashed when Google announced creating a Google+ account would no longer be a requirement for using Google products, including Youtube. This news comes in the wake of Google’s Senior VP of Social Vic Gundotra leaving the company last year.

Google has consistently stood by their social platform, so even as Google+ continues its slow and painful decline, we will have to wait and see if Google has any more cards up their sleeve to breathe new life into their otherwise failed experiment. Who knows? In light of Twitter’s recent woes (keep reading), the rumor mill has it Google may be interested in acquiring Twitter.

Ello Would Rise as a Competitor to Facebook (Not Even Close)

Have you heard of Ello? If not, you are only proving the point. Ello came on the scene in March of 2014 as an ad free social platform boasting the best user experience of any social media application to date. Today they have a user count in the millions, but their active users are only in the thousands. The future isn’t certain, but for now, Ello will have to wait to be the app that “kills Facebook.”

Twitter Business Ads Will Become Overwhelmingly Popular (Nope)

A lot of marketers predicted Twitter would rise as a legitimate competitor to Facebook for the ad dollars of businesses big and small. However, Twitter advertising has not seen increased adoption in 2015. In fact, Twitter missed revenue goals largely in part to the lack of adoption of their advertising platform.

Between Twitter CEO Jack Costolo’s resignation and a 25% decrease in the company’s stock price, business owners and marketers alike do not have the confidence to invest in Twitter ads in 2015. Facebook remains the clear winner in social advertising.

Social Signals Will Become Official Search Engine Ranking Factors (No)

Referring back to the Searchmetrics 2015 ranking factors study we can conclude social signals are no more of a ranking factor now than they were in 2014. Although social media does not directly factor into search engine algorithms, social media does indirectly affect rankings by increasing traffic and click-through rates to shared content (just to name one example). With the continued decline of Google+ in 2015, Google may choose to add weight to social posts from other platforms. Only time will tell.


At Horton Group, we keep up with the latest in digital marketing to make sure our clients are using today’s best practices for tomorrow’s success. Ready to get started on your next marketing strategy? Call Horton Group today (239) 495-7967

Topics: Inbound Marketing, SEO, Social Media

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