The Future Is Here: How Will Online Marketing Change in 2015?

Red pencil drawing lightbulb balloons.

Technology and consumer behavior are constantly changing which means that being a successful marketer can often mean having to predict the future. Our expert team knows what to look out for in this upcoming year. Here are a few of our predictions (consider it an early holiday gift):

  1. Cross-platform Advertising

To meet consumers’ mobile-centric expectations and keep them interested, companies are continuing to allocate a larger percentage of their budgets toward digital marketing. 2014 made it clear that consumers need their experience on a desktop to match their experience on a phone. According to Forbes, “87% of connected devices sales by 2017 will be tablets and smartphones.”But after investing in a cohesive brand across all platforms, are you tracking it? In order to optimize your return on investment (ROI), consider your analytics and consumers’ behavior patterns. These will help you create an effective campaign later on. Knowing that a user saw your ad on their desktop but made the purchase from their tablet is something important for you to know. In order to maximize results, tracking cross-device conversion is going to become increasingly important.

  1. User-centric Content

Consumers’ ability to block online ads grew significantly in 2014. In search of user-generated content (considered more authentic than ads), consumers took to social media. To combat being shutout from traditional means of reaching them, brands joined them in the social media marketplace. While every platform has its negatives, social media proved itself as incredibly worthwhile for businesses. Able to talk with consumers, as opposed to at them, brands were responsive to consumers’ needs and wants. It also allowed for companies to provide useful, shareable and engaging information, all of which helped increase positive perceptions and gain new customers. The key for 2015 will be providing even more authentic content, as consumers continue to grow wary of intrusive advertising, and create an identity as a company users can rely on.

  1. Inbound Marketing

Consumers are searching for the product or service that you provide right now. To ensure your marketing efforts are helpful, and not disruptive, it’s important that they can clearly and easily find their way to your website from a search. This is called inbound marketing. Inbound marketing is multichannel, meaning that you should find out where consumers currently are, target them in that medium and interact with them there. Blogging, social media and SEO all play a large roll in inbound marketing. In fact, according to, companies that blog have 97% more inbound links. Engaging in inbound marketing techniques can increase your ROI, sales and customer-base.

Prepare to make 2015 your best year yet. Appleton Creative is an award-winning, full-service advertising agency located in Orlando, Florida. Appleton works with local, national and international clients to provide marketing strategies through print, web, social media and video productionall in-house. At Appleton, we want to learn about your business, empower your marketing team and be your creative resource. Your marketing goals are worth a conversation: contact us at 407-246-0092 or

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