Stay Ahead of the Game: 2015 Online Marketing Predictions By Top Experts

Some online marketing trends of the past year are a watershed to what can be expected in 2015.

From storytelling to mobile social, here’s what the top marketers predict for this year:

Mobile takes a greater importance in digital marketing

Mobile optimization was a buzzword in 2014. Marketers sought to reach out to the burgeoning use of mobile devices among consumers and this trend will gather more steam in 2015.

Jason DeMers of AudienceBloom sees 2015 as being the year when digital marketers dedicate a larger budget to building a comprehensive mobile strategy. Such a strategy would go beyond basic responsive sites and mobile apps to the creation of content that is specifically optimized for mobile and social consumption.

Mobile is expected to pervade all aspects of digital marketing. More importantly, there will be a greater focus on establishing a mobile social media strategy. An Adobe consumer survey  way back in 2013 showed that 71 percent of mobile users access social media via a mobile device – and that percentage figure can only be higher now.

The mobile web is certainly more social than the desktop web.

Savvy marketers will pay greater attention to optimizing their content to leverage the fast growing mobile web.

A growing focus on content amplification

For a long time now, the mantra has been to create more content. However, in a world that is saturated with content, it is time to shift the pendulum toward content amplification.

Make no mistake, in 2015 content creation will be as important as content amplification. However, Jay Baer, President of Convince and Convert, asserts that the most successful marketers are those who will invest in promoting content consumption.

Put simply, amplification is a tactic that allows you to use paid media to distribute content to the right audience at the right time. In practice, amplification makes use of paid, owned and earned media.

The goal of content amplification is to gain tangible visibility for your content, drive social and website traffic, and increase opportunities for engagement and conversion.

The rapid growth of amplification platforms attests to things to come in 2015 and beyond in terms of content marketing. Some of these platforms include Taboola, Reddit, StumbleUpon, Facebook Sponsored Posts, and Sponsored Tweets among others.

Connection and engagement with digital storytelling

The effectiveness of storytelling is rooted in science. A research-based analysis of brain images shows that consumers mainly deploy personal feelings rather than facts about a brand when making a purchase decision.

John Jantsch of Duct Tape Marketing predicts that digital storytelling will be one of the largest online marketing trends in 2015. The focus will be less on demand creation and more on establishing an emotional connection with customers.

Smart marketers will invest in creating visual stories that are inspirational and emotionally engaging. Through stories, businesses will be able to amplify both their visibility and their message.

On the contrary, storytelling is a way of persuading consumers to take action, without the need to drive a hard sell.

Marketers might have to stretch their budgets a little more to work with creative storytellers who can craft a compelling message for their brand.

The year of humour

Millennials dominate the web.

A study by eMarketer shows that this age group (born between 1981 and 2000) has the highest internet usage penetration at about 93 percent. Millennials are also the most active mobile and social media users compared to baby boomers and generation X.

Millennials tend to be less loyal to a specific brand. However, humor is certainly one of the most effective means of driving long-term engagement with this cohort, according to Tim Washer, Senior Marketing Manager at Cisco Systems.

From Old Spice to Kmart, Charmin to Chobani and the NFL too, small and large brands are utilizing humour to connect with the millennial audience. These companies realize how powerful millennials are at sharing content, making content viral and promoting a brand they like.

The convergence of marketing strategies

Digital marketing is dynamic and integrated; at least this is a trend that will be witnessed in 2015 and beyond.

The quintessential digital marketing strategy is one that will synergize all marketing efforts from sales, advertising, social media, content marketing, public relations as well as outbound and inbound marketing strategies.

According to Lee Olden, CEO of TopRank Online Marketing, silos will be a thing of the past. This is especially true for the smart marketer who is keen on engaging with the customer at different touch points and on maximizing ROI.

Staying Ahead

Digital marketing is a fast-changing field. New developments, new trends and new dispositions demand that the marketer keeps a pulse on what is next to be able to cater to the needs of an equally fast-changing consumer landscape. Businesses that stay ahead of the game will reap great dividends in 2015 and beyond.