Showing posts with label 2015 Social Media Trends. Show all posts
Showing posts with label 2015 Social Media Trends. Show all posts

Friday, 30 January 2015

75% Of Small & Medium-Sized Businesses (SMBs) Say Internet Marketing Is Effective

local-small-business-ss-1920
In October-November 2014, we (BrightLocal) conducted our annual SMB Internet Marketing Survey.
This is an online survey of businesses with 1-50 employees in which we ask them about their attitudes and use of internet marketing, mobile marketing and marketing services. We ran the survey in conjunction with ChamberofCommerce.com, and we received 736 complete survey responses.
Ninety-five (95%) of respondents are located in North America (92% U.S.; 3% Canada), primarily because this is where our marketing of the survey was focused.
The following charts represent some of the key findings of the survey. The full survey results and charts can be viewed on BrightLocal.

Q: How Much Money Do You Allocate To Marketing Your Business Each Month?

SMb Marketing Budget
Key Findings:
  • 70% are spending less than $500 on marketing per month (vs. 73% in 2013)
  • 83% are spending less than $1,000 on marketing per month (vs. 85% in 2013)
  • Just 16% are spending more than $1,000 on marketing per month (vs. 21% in 2013)
There has been little change in the distribution of marketing spend since 2013.  The majority of SMBs continue to spend less than $500/month on all their marketing activities, with only a fraction of this allocated to “internet and mobile” (more on this later).
The levels spent vary between industries and also business sizes. We will release some further data/charts comparing industries, but we have analyzed Company Size vs. Marketing Budget, and there is a clear, if unsurprising, correlation here:
Company Size vs Marketing Budget

Q: What % Of Your Marketing Budget Is Spent On Internet Or Mobile Marketing?

spend on internet marketing
Key Findings:
  • 34% allocate less than 10% of their marketing budget to online channels (vs. 33% in 2013)
  • 50% allocate less than 30% of their marketing budget to online channels (vs. 49% in 2013)
  • 29% allocate more than 70% of their marketing budget to online channels (vs. 28% in 2013)
It’s clear that some SMBs don’t (or barely) engage in online marketing – one third allot less than 10% of their marketing budget to internet or mobile. Others have thoroughly embraced it as their preferred means for growing their business.
It’s likely that different industries and business sizes invest more in online than others, and we’ll be following up with this analysis shortly. (We haven’t crunched the numbers yet.)
For search agencies/consultants, this demonstrates the importance of targeting and pre-qualifying potential customers before you go after them. By understanding their budget levels and commitment to digital marketing, you can ensure you focus on the highest value leads and niches.

Q: In Next 12 Months, Do You Plan To Increase The Money You Spend On Internet Marketing?

next 12 months
Key Findings:
  • 37% plan to increase their internet marketing spend over the next 12 months (vs. 21% in 2014)
  • 47% are unsure (vs. 47% in 2013)
  • 16% have no plans to increase their internet marketing spend in the next 12 months (vs. 32% in 2013)
Great news for the industry! Confidence is up, and SMBs are looking to increase their spend. Nearly 40% of SMBs are looking to spend more on Internet marketing in 2015 than they did in 2014, and many more are still undecided, so this number will rise.

Q: How Effective Is Internet Marketing At Attracting Customers To Your Business?

how effective is internet marketing
Key Findings:
  • 32% find internet marketing to be “very effective” at attracting new customers (vs. 27% in 2013)
  • 75% believe that internet marketing is ‘effective’ or ‘very effective’ at attracting new customers (vs. 68% in 2013)
  • 4% don’t do any internet marketing (vs. 8% in 2013)
More good news for the search industry: SMBs increasingly believe that Internet marketing delivers good returns for them.
This lines up with the findings in the previous chart: great confidence = greater spend

Q: Which Of These Success Metrics (KPIs) Are You Most Concerned With?*

success metrics
Key Findings:
  1. Phone Calls are the most valued success metric — 31%
  2. Website Traffic came in second — 20%
  3. Search Rankings came in third — 20%
For those who work with SMBs, it’s not surprising to hear that phone calls are such a valuable success metric — the phone ringing means business!
It’s surprising to see that “Walk-in Customers” and “Website Enquiries” are lower down the priority list than Site Traffic and Search Rankings. Some of those surveyed won’t deal in walk-in customers, so this may skew the data point, but I would have expected enough businesses to have this type of customer to put it above phone calls.
We should also consider that this survey is about Internet Marketing,  and tracking walk-in customers back to online marketing activities is tricky, so some SMBs may downplay or dismiss the role that online has in driving physical business.
It’s interesting to see that Search Rankings continue to be regarded so highly (they’re almost becoming a taboo subject in the search world these days). But SMBs still regard them as having significant value and equate high rankings to more sales. So, it appears that Search Ranking reports will be with us for a little while yet!
*Note: We didn’t ask this question in 2013, so we don’t have Y-on-Y comparison data.

Wednesday, 21 January 2015

10 Apps You Should Have On Your Phone in 2015

Apple's App Store launched five years ago this week
Apps are now a vital part of everyday life. There are 1.3m apps available on Android, while Apple users are able to choose between 1.2m apps.
As 2015 gets underway, we’ve put together a list of apps that can save you time and resources, and ultimately help you become more productive. Aside from the apps commonly found on smartphones – YouTube, Twitter, Facebook and Google Maps – these apps below are also likely to come in handy for your commute and your general working day.
Evernote
One of the most popular apps for productivity, Evernote is essentially a digital notebook that stores photos, web pages, PDFs, audio files and notes that you can then access from any computer or smartphone. Its selling point is its search function - you can add tags to each note to make them easier to find later.
Available on: iOS and Android
Price: Free

Quip

The ultimate app for people who like creating lists, Quip allows you to take notes, edit documents with your office co-workers, and collaborate with any group or team on a project. A chat system is included so you can easily share information with other users. Billed as the ”word processor app for the Facebook generation,” Quip has stripped out many features found in traditional word processors and concentrates on the basics - a clean writing and editing interface with collaboration and messaging.
Available on: iOS and Android
Price: Free

EchoSign

Developed by Adobe, EchoSign lets you e-sign documents and forms, and send them to others for signatures, speeding up the process of signing contracts.
Available on: iOS and Android
Price: Free

Dropbox

One of the most popular cloud-storage services around, Dropbox allows users to store, synchronise and share photos and files. Half of all UK SMEs use Dropbox and it is used by one in four of all British web users, the company says. If you accidentally leave your phone in the back of a taxi, you're less likely to worry about losing all your photos with this app.
Available on: iOS, Android, Web
Price: Free

Workflow

Billed as a "personal automation tool", this iOS app by DeskConnect has 100 functions to make everyday tasks become much smoother. You can post photos to Twitter, Facebook, and Instagram in one step. You can also make PDFs from web pages in Safari.
Available on: iOS
Price: £1.99

Pocket

If you count yourself among the multitudes who have too much to read and not enough time to read it, then Pocket is the app for you. When reading an article or watching a video, you can easily save the page to Pocket to access again later. An internet connection isn’t needed when reading things again later, although you will need online access to watch a video. More than 12 million people use the app, its developers Read It Later say.
Available on: iOS and Android
Price: Free

Invoice2Go

Whether you’re a freelancer or regularly have to submit invoices for payment, Invoice2Go aims to speed things up. The company claims to save users three hours on average each week and says its customers get paid seven days faster.
Available on: iOS and Android
Price: Free

Runmeter

If you run to work or use exercise as a chance to mull over ideas, this is the app for you. Using GPS, Runmeter will keep track of your exercise as it gives you feedback on your performance. It makes your iPhone a powerful fitness computer — with maps, graphs, intervals, laps, training plans and more. Customer reviews say its easy to use and the mapping is excellent. It is only available on iOS. For Android users, Map My Run is a popular app.
Available on: iOS
Price: Free

Turboscan

Never worry about having access to a scanner again. Turboscan turns your phone into a multipage scanner for documents and receipts. You can then email them on as PDFs or JPEGs.
Available on: iOS and Android
Price: £2.49

Citymapper

Want to find the quickest way to get across a city? Citymapper is a must-have app for those who frequently use public transport. This app will tell you everything from bus times to tube routes, and even the best walking route. Originally developed for commuters in London, Citymapper is now available in New York, Paris and Berlin and it will continue to add more cities across the UK and abroad this year.
Available on: iOS and Android
Price: Free
(And of course you can download the Telegraph app here on iTunes, and here on Android, for all the latest news and sports updates.)

Tuesday, 20 January 2015

27 Reasons to Start Your Business in 2015

There's something amazing about solving a problem, creating value for people and sharing your work with the world. The thrill I get from the first paying customer is like the thrill I imagine others get from big-game hunting or hitting the roulette wheel.
Startups are hard. From identifying a problem to solving it to scaling it. But it's worth it.
The economy is changing. Jobs are not as secure as they once were. Software and globalization has made it significantly easier and cheaper to start a business. Here are the biggest reasons why 2015 can be the year you take the leap.
1. Independence and flexible work schedule
As an entrepreneur, you don't have a boss telling you when, where, or how to work, or what to work on.
If independence is what you desire, you might start an online or lifestyle business or a consultancy. A venture-backed startup with bold ambitions won't provide you with much independence because you'll be working so much and because you'll have accountability with co-founders and investors. Lifestyle businesses or consultancies probably won't grow to be huge, but they often don't have to require much time commitment, and can provide great flexibility and cash flow.

2. Help people and society
Some people have goals of solving an important problem, such as educating people, providing people with clean drinking water, or providing more sustainable energy sources. Businesses can provide huge advances to society and the products and services they provide can help people tremendously. By law, a business cannot force it's customers to buy it's product(s) or service(s). People buy things that are of value to them. The only organization that is legally permitted to force people to give them money is the government. As a business, you will have customers only if you provide value.
Some entrepreneurs may be motivated to help people by creating jobs. According to Business Insider, Walmart employs about two million people. The wages Walmart employees earn can be used to raise their kids, or buy things that make them happy such as food, a home, or a ticket to the movies.
Other entrepreneurs may be motivated to simply help a given customer segment. Sticking with the Walmart example - the company provides goods to its customers that they have demand for. Customers buy the goods because they have value for them.
Furthermore, Walmart is able to supply many of these goods at lower prices than other places people would be forced to buy these goods from if Walmart did not exist. So not only is Walmart providing people with goods that they want; they are also able to save them money. The money people save can be used to buy other goods and services that will make them happier and/or help them make more money.
3. Make money
Some people start companies because they want to make a ton of money. Starting a business can certainly be a great opportunity to make money. Your business can help you make money by providing you with cash flow through profits and/or a lump sum if you sell the equity you have in the business. While it may be somewhat taboo to admit that you desire lots of money, money is required to live a healthy and happy lifestyle and a business provides you with the opportunity to make a lot of it.
4. Enjoy your work
Some people want to work on tasks and projects they enjoy. The same way an employee would choose a profession that they enjoy doing, an entrepreneur could start a business that will entail work that they enjoy doing. For example, if an employee enjoys teaching he could get a job at a school. Or that same person could become self-employed by teaching online or starting an independent in-person tutoring business.
5. You could lose your job
Jobs may not be as safe as you think. A few of the bad things about jobs are (as provided by best selling author and entrepreneur James Altucher):
"Your income has been going down versus inflation; The trend is that you are about to get fired and you are in denial about that; You can't build wealth at the job (expenses, taxes, exploitation, etc.); You're trapped all day long with these people (your forced "friends") who are backstabbing you; You have to kiss ass to your boss; You aren't allowed to build other income streams in most cases; And many more."
Because of the risk of losing your job, you may want to start a business on the side so that you are prepared if it happens, or so that you can quit your job and escape the risk of losing your job.
6. Learn new skills
As an entrepreneur you have to wear many different hats - design, sales, recruiting, accounting, copywriting, etc. Inevitably you will end up learning more new skills such as SEO or furnishing an office than you would at a regular job. Not only is learning is fun and good for your brain, but it can help you make more money and accomplish other goals.
7. Gain new life experiences
As an entrepreneur, you can experience new things such as being a leader, getting rejected, working your ass off, success, uncertainty, risk, and more. New experiences are fun and they help you develop as a person.
8. Getting rejected is good for you
Getting rejected sucks. But it makes you stronger and less afraid of it happening again. As a result, you can push yourself and accomplish more in business and in any aspect of life than you could have before. You can be better equipped to handle any adversities that may come your way in the future. You can't get anywhere without trying.
9. Change the world
Solving a big problem and/or serving a large population can have a big impact on the world. For example, Elon Musk's company, Hyperloop, aims to change transportation. Airbnb is changing real estate and hospitality.
10. Build something you want to use
As an entrepreneur you can solve a problem you have, or supply something you have demand for. You may have experienced a problem you want solved so badly that you take action to solve it, like waiting in line at the DMV. You might want a particular product so badly that you decide to start a company so that you can supply it.
11. Be leader
Leadership is a great skill to develop for both personal and professional reasons. Some people find it fun to lead. In starting a business, you will have to display some leadership, especially if you will be managing a team or working with partners.
12. Be creative
Starting and growing a company requires a lot of creative thought. Some people enjoy being creative and may use their business as a creative outlet. Entrepreneurship requires creative skills like copywriting, design, marketing, strategy, design, product management, and user experience. Compared to jamming on spreadsheets in a cubicle all day, being creative and be quite liberating.
13. Think strategically
Running a business requires a lot of strategic thought. It's almost like playing a game of chess. Except more risky. So maybe more like poker. Some people like that sort of thing. I do.
14. Earn passive income
Businesses come in many different shapes and sizes. Making even $500 per month is great if it doesn't cost a lot of time or money. You could still have time to work a full-time job. It's easier then you think to monetize assets and make money online. If you build up enough automated income you could get paid to travel.
15. You can't get a job
This may not be the best reason to start a company, but still, it's a reason. The reality is, jobs aren't as easy to come by as they once were. Now, competition for jobs is more fierce than ever, as a significantly higher percentage of the population has a college degree, the economy's not in the best shape it's ever been in, and jobs are being automated by software and robots or outsourced to different countries.
16. Get stronger
The hard work, stress, and risk tolerance that entrepreneurship requires makes you stronger. Succeeding makes you stronger, too. It gives you confidence and, of course, money, which can be used to make yourself even stronger and more happy.
17. Take control of your time
As an entrepreneur, you have some control over how you spend your time. To be successful you will probably have to do some things you don't want to, or do things on a certain schedule. But at least you have some choice. Want to go in late on Monday? Want to work from your beach house? Those are possibilities.
18. Take control of your thoughts
As an entrepreneur, you have some control over what you work on. What you work on, of course, affects what you think about.
19. Take control of your future
At a job, you're dependent on the company's health, your boss, maybe even financial market conditions, and many more factors outside of your control. As an entrepreneur, you're still dependent on outside factors, but in many respects you have more control.
20. Be your own boss
You're not being told what to do, except maybe by your customers or investors, but not always. And it's your choice to listen. As an employee, you don't have complete control over who your boss it. As an entrepreneur, you do have control over who your boss is. In fact, you can be your own boss.
21. Create for yourself instead of someone else
Selling your own products or services instead of someone else's could potentially be more rewarding monetarily. A company hires an employee because they believe it will be profitable to do so. It will be profitable to do so if the employee helps the company earn more money than the company pays the employee.
22. It's fun
Marketing, strategy, sales, building products, figuring out how to solve problems - many people find these activities enjoyable and fun.
23. Build something
Instead of following a process or being a cog in a wheel, you're creating something and writing the process. Working at a big company often means completing tasks that are given to you by your employer. As an entrepreneur, you need to figure out what work needs to get done, and play a large part in making it happen.
24. Meet awesome people
As an entrepreneur, you will probably interact with customers, investors, other entrepreneurs, employees, partners, etc. Perhaps these people could become friends, future spouses, or just be fun to talk with.
25. Retire early
If you make a lot of money early you may be able to retire early. Hard to do, but still. Most jobs are more stable but have less upside.
26. It's hard
Being challenged is a good thing. The challenge can make you stronger for other aspects of life. The feeling of pushing through and accomplishing something that you weren't sure you could is motivating
27. Be diversified
If you have multiple products or businesses, you're less dependent on any one customer, industry, job, boss, income source, etc. You could have a full-time job and start a small business on the side. That's a little diversification. Diversification is a classic investment strategy designed to mitigate risk and increase the chances of finding a winner.
Next Steps
People decide to start companies for many different reasons. There are many different benefits of being an entrepreneur. Different types of business have different benefits.
Above are my favorite reasons to start a business in 2015. There are probably many more. Not all of these benefits apply to every business. Some benefits apply to some types of businesses and not others. You should consider what benefits are most important to you when deciding what kind of business idea to pursue.

Thursday, 15 January 2015

10 Predictions for the Marketing World in 2015

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
Grade: +2
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
Grade: -2
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
Grade: -1
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
Grade: +2
Silverpop was  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"
Grade: +1
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)
Grade: +1
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 feat for an established social network.

SOURCE:  Global Web Index
With Twitter's expected moves into embedded video, it's my guess that we'll continue to see a lot more Twitter engagement and activity on Twitter itself, and referring traffic outward won't be as considerable a focus. Pinterest seems to be one of the only social networks that continues that push (as Facebook, Instagram, LinkedIn, and YouTube all seem to be pursuing a "keep them here" strategy).
--------------------------------
Final Score: +3
That positive number means I've passed my bar and can make another set of predictions for 2015. I'm going to be a little more aggressive this year, even though it risks ruining my sterling record, simply because I think it's more exciting :-)
Thus, here are my 10 predictions for what the marketing world will bring us in 2015:

#1: We'll see the first major not-for-profit University in the US offer a degree in Internet Marketing, including classes on SEO.

There are already some private, for-profit offerings from places like Fullsail and Univ. of Phoenix, but I don't know that these pedigrees carry much weight. Seeing a Stanford, a Wharton, or a University of Washington offer undergraduate or MBA programs in our field would be a boon to those seeking options and an equal boon to the universities.
The biggest reason I think we're ripe for this in 2015 is the  LinkedIn top 25 job skills data showing the immense value of SEO (#5) and digital/online marketing (#16) in a profile when seeking a new job. That should (hopefully) be a direct barometer for what colleges seek to include in their repertoire.

#2: Google will continue the trend of providing instant answers in search results with more interactive tools.

Google has been doing instant answers for a long time, but in addition to queries with immediate and direct responses, they've also undercut a number of online tool vendors by building their own versions directly into the SERPs, like they do currently for queries like " timer" and "calculator."
I predict in 2015, we'll see more partnerships like what's provided with  OpenTable and the ability to book reservations directly from the SERPs, possibly with companies like Uber, Flixster (they really need to get back to a better instant answer for movies+city), Zillow, or others that have unique data that could be surfaced directly.

#3: 2015 will be the year Facebook begins including some form of web content (not on Facebook's site) in their search functionality.

Facebook  severed their search relationship with Bing in 2014, and I'm going to make a very risky prediction that in 2015, we'll see Facebook's new search emerge and use some form of non-Facebook web data. Whether they'll actually build their own crawler or merely license certain data from outside their properties is another matter, but I think Facebook's shown an interest in getting more sophisticated with their ad offerings, and any form of search data/history about their users would provide a powerful addition to what they can do today.

#4: Google's indexation of Twitter will grow dramatically, and a significantly higher percentage of tweets, hashtags, and profiles will be indexed by the year's end.

Twitter has been  putting more muscle behind their indexation and SEO efforts, and I've seen more and more Twitter URLs creeping into the search results over the last 6 months. I think that trend continues, and in 2015, we see Twitter.com enter the top 5-6 "big domains" in Mozcast.

#5: The EU will take additional regulatory action against Google that will create new, substantive changes to the search results for European searchers.

In 2014, we saw the EU  enforce the "right to be forgotten" and settle some antitrust issues that require Google to edit what it displays in the SERPs. I don't think the EU is done with Google. As the press has noted, there are plenty of calls in the European Parliament to break up the company, and while I think the EU will stop short of that measure, I believe we'll see additional regulatory action that affects search results.
On a personal opinion note, I would add that while I'm not thrilled with how the EU has gone about their regulation of Google, I am impressed by their ability to do so. In the US, with  Google becoming the second largest lobbying spender in the country and a masterful influencer of politicians, I think it's extremely unlikely that they suffer any antitrust or regulatory action in their home country -- not because they haven't engaged in monopolistic behavior, but because they were smart enough to spend money to manipulate elected officials before that happened (unlike Microsoft, who, in the 1990's, assumed they wouldn't become a target).
Thus, if there is to be any hedge to Google's power in search, it will probably come from the EU and the EU alone. There's no competitor with the teeth or market share to have an impact (at least outside of China, Russia, and South Korea), and no other government is likely to take them on.

#6: Mobile search, mobile devices, SSL/HTTPS referrals, and apps will combine to make traffic source data increasingly hard to come by.

I'll estimate that by year's end, many major publishers will see 40%+ of their traffic coming from "direct" even though most of that is search and social referrers that fail to pass the proper referral string. Hopefully, we'll be able to verify that through folks like  Define Media Group, whose data sharing this year has made them one of the best allies marketers have in understanding the landscape of web traffic patterns.
BTW - I'd already estimate that 30-50% of all "direct" traffic is, in fact, search or social traffic that hasn't been properly attributed. This is a huge challenge for web marketers -- maybe one of the greatest challenges we face, because saying "I brought in a lot more traffic, I just can't prove it or measure it," isn't going to get you nearly the buy-in, raises, or respect that your paid-traffic compatriots can earn by having every last visit they drive perfectly attributed.

#7: The content advertising/recommendation platforms will continue to consolidate, and either Taboola or Outbrain will be acquired or do some heavy acquiring themselves.

We just witnessed the  surprising shutdown of nRelate, which I suspect had something to do with IAC politics more than just performance and potential for the company. But given that less than 2% of the web's largest sites use content recommendation/promotion services and yet both Outbrain and Taboola are expected to have pulled in north of $200m in 2014, this is a massive area for future growth.
Yahoo!, Facebook, and Google are all potential acquirers here, and I could even see AOL (who already own Gravity) or Buzzfeed making a play. Likewise, there's a slew of smaller/other players that Taboola or Outbrain themselves could acquire: Zemanta, Adblade, Zegnet, Nativo, Disqus, Gravity, etc. It's a marketplace as ripe for acquisition as it is for growth.

#8: Promoted pins will make Pinterest an emerging juggernaut in the social media and social advertising world, particularly for e-commerce.

I'd estimate we'll see figures north of $50m spent on promoted pins in 2015. This is coming after Pinterest only just opened their ad platform beyond a beta group this January. But, thanks to high engagement, lots of traffic, and a consumer base that B2C marketers absolutely love and often struggle to reach, I think Pinterest is going to have a big ad opportunity on their hands.
Note the promoted pin from Mad Hippie on the right 
(apologies for very unappetizing recipes featured around it)

#9: Foursquare (and/or Swarm) will be bought, merge with someone, or shut down in 2015 (probably one of the first two).

I used to love Foursquare. I used the service multiple times every day, tracked where I went with it, ran into friends in foreign cities thanks to its notifications, and even used it to see where to go sometimes (in Brazil, for example, I found Foursquare's business location data far superior to Google Maps'). Then came the split from Swarm. Most of my friends who were using Foursquare stopped, and the few who continued did so less frequently. Swarm itself tried to compete with Yelp, but it looks like  neither is doing well in the app rankings these days.
I feel a lot of empathy for Dennis and the Foursquare team. I can totally understand the appeal, from a development and product perspective, of splitting up the two apps to let each concentrate on what it's best at, and not dilute a single product with multiple primary use cases. Heck, we're trying to learn that lesson at Moz and refocus our products back on SEO, so I'm hardly one to criticize. That said, I think there's trouble brewing for the company and probably some pressure to sell while their location and check-in data, which is still hugely valuable, is robust enough and unique enough to command a high price.

#10: Amazon will not take considerable search share from Google, nor will mobile search harm Google's ad revenue substantively.

The "Google's-in-trouble" pundits are mostly talking about two trends that could hurt Google's revenue in the year ahead. First, mobile searchers being less valuable to Google because they don't click on ads as often and advertisers won't pay as much for them. And, second, Amazon becoming the destination for direct, commercial queries ahead of Google.
In 2015, I don't see either of these taking a toll on Google. I believe most of Amazon's impact as a direct navigation destination for e-commerce shoppers has already taken place and while Google would love to get those searchers back, that's already a lost battle (to the extent it was lost). I also don't think mobile is a big concern for Google -- in fact, I think they're pivoting it into an opportunity, and taking advantage of their ability to connect mobile to desktop through Google+/Android/Chrome. Desktop search may have flatter growth, and it may even decline 5-10% before reaching a state of equilibrium, but mobile is growing at such a huge clip that Google has plenty of time and even plentier eyeballs and clicks to figure out how to drive more revenue per searcher.