10 Predictions for the Marketing World in 2015
Posted by randfish
The beginning of the year marks the traditional week for bloggers to prognosticate about the 12 months ahead, and, over the last decade I’ve created a tradition of joining in this festive custom to predict the big trends in SEO and web marketing. However, I divine the future by a strict code: I’m only allowed to make predictions IF my predictions from last year were at least moderately accurate (otherwise, why should you listen to me?). So, before I bring my crystal-ball-gazing, let’s have a look at how I did for 2014.
Yes, we’ll get to that, but not until you prove you’re a real Wizard, mustache-man.
You can find
my post from January 5th of last year here, but I won’t force you to read through it. Here’s how I do grading:
- Spot On (+2) – when a prediction hits the nail on the head and the primary criteria are fulfilled
- Partially Accurate (+1) – predictions that are in the area, but are somewhat different than reality
- Not Completely Wrong (-1) – those that landed near the truth, but couldn’t be called “correct” in any real sense
- Off the Mark (-2) – guesses which didn’t come close
If the score is positive, prepare for more predictions, and if it’s negative, I’m clearly losing the pulse of the industry. Let’s tally up the numbers.
In 2014, I made 6 predictions:
#1: Twitter will go Facebook’s route and create insights-style pages for at least some non-advertising accounts
Twitter rolled out Twitter analytics for all users this year (
starting in July for some accounts, and then in August for everyone), and while it’s not nearly as full-featured as Facebook’s “Insights” pages, it’s definitely in line with the spirit of this prediction.
#2: We will see Google test search results with no external, organic listings
I’m very happy to be wrong about this one. To my knowledge, Google has yet to go this direction and completely eliminate external-pointing links on search results pages. Let’s hope they never do.
That said, there are plenty of SERPs where Google is taking more and more of the traffic away from everyone but themselves, e.g.:
I think many SERPs that have basic, obvious functions like ”
timer” are going to be less and less valuable as traffic sources over time.
#3: Google will publicly acknowledge algorithmic updates targeting both guest posting and embeddable infographics/badges as manipulative linking practices
Google most certainly did release an update (possibly several)
targeted at guest posts, but they didn’t publicly talk about something specifically algorithmic targeting emebedded content/badges. It’s very possible this was included in the rolling Penguin updates, but the prediction said “publicly acknowledge” so I’m giving myself a -1.
#4: One of these 5 marketing automation companies will be purchased in the 9-10 figure $ range: Hubspot, Marketo, Act-On, Silverpop, or Sailthru
purchased by IBM in April of 2014. While a price wasn’t revealed, the “sources” quoted by the media estimated the deal in the ~$270mm range. I’m actually surprised there wasn’t another sale, but this one was spot-on, so it gets the full +2.
#5: Resumes listing “content marketing” will grow faster than either SEO or “social media marketing”
As a percentage, this certainly appears to be the case. Here’s some stats:
- US profiles with “content marketing”
- June 2013: 30,145
- January 2015: 68,580
- Growth: 227.5%
- US profiles with “SEO”
- June 2013: 364,119
- January 2015: 596,050
- Growth: 163.7%
- US profiles with “social media marketing”
- June 2013: 938,951
- January 2015: 1,990,677
- Growth: 212%
Granted, content marketing appears on far fewer profiles than SEO or social media marketing, but it has seen greater growth. I’m only giving myself a +1 rather than a +2 on this because, while the prediction was mathematically correct, the numbers of SEO and social still dwarf content marketing as a term. In fact, in LinkedIn’s
annual year-end report of which skills got people hired the most, SEO was #5! Clearly, the term and the skillset continue to endure and be in high demand.
#6: There will be more traffic sent by Pinterest than Twitter in Q4 2014 (in the US)
This is probably accurate, since Pinterest appears to have grown faster in 2014 than Twitter by a good amount AND this was
already true in most of 2014 according to SharedCount (though I’m not totally sold on the methodology of coverage for their numbers). However, we won’t know the truth for a few months to come, so I’d be presumptuous in giving a full +2. I am a bit surprised that Pinterest continues to grow at such a rapid pace — certainly a very impressive …
You can read the full article at Moz Bloghttp://seopti.com/10-predictions-for-the-marketing-world-in-2015/http://seopti.com/wp-content/uploads/2013/07/moz-logo.pnghttp://seopti.com/wp-content/uploads/2013/07/moz-logo.pngSEOMOZ