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November 7, 2014

Google’s Vision for 2015: Content, Mobile, and Beyond

Photo credit: Robert Scoble via flickr

If you’re looking for a crystal ball to tell you what’s in store for the digital space in 2015, this is as close as it gets: A Google insider has given the world a road map. Senior Vice President of Americas Sales, Dennis Woodside, recently discussed a myriad of changes the company is expecting in 2015, and ways in which we can all prepare and benefit. Woodside covered everything from mobile payments to real-time everything. His ideas are insightful, educated, and likely very close to the truth.

Read some of these visions below and start prepping for the future.

The Endless Consumption of Media

There will be no end in sight in the coming year to the amount of content each individual will consume. In Woodside’s words, “Today, we live in a world of engagement. People don’t want to be bludgeoned with broadcasts. They want, and expect, something more sophisticated, more considerate. And they are consuming media everywhere – TV, online, mobile – sometimes simultaneously.”

What this means for business owners is that content must continue to land at the top of your marketing priorities. The challenging part of this is the content must tackle two core goals simultaneously:

  1. It must be relevant to your target audience, and provide information they actually want or need. This means you must be ever more familiar with the exact customer you’re reaching.
  2. Your content has to be original, engaging, fresh, and well crafted. If the content you’ve created doesn’t fit these attributes, you aren’t seeing the benefits a great content strategy can bring. In fact, it may even be hurting your cause.

Creating Non-Traditional Content

With that same focus on content, the massive adoption of smaller screens means businesses need to also produce content that works for a multitude of devices. Some folks call this “non-traditional content”, as it may not be ideal for a desktop, but it will be for a phone or tablet. Most apps qualify as non-traditional, and plenty of content is geared toward mobile. Mobile is getting so huge, in fact, that some businesses are choosing to focus solely on the small screen space, which was unheard of just a couple of years ago.

In 2015, we will see over 10 billion mobile subscribers, and 300 million internet-enabled televisions. This means the need for multifaceted content will go through the stratosphere, and companies need to be more thoughtful than ever about who they’re engaging with, and where.

As Woodside states, “People don’t want to be bludgeoned with broadcasts. They want, and expect, something more sophisticated, more considerate.”

As for advertising dollars, a conservative 40 percent of all spends are expected to be in the digital space; an industry worth of $50 billion globally, and growing over 20 percent a year. This means that the content model is changing by necessity too; in 2015, consumers are looking for niche content, bite-sized pieces of information, and on all the devices that they turn to each day.

Mobile Becomes the Primary Digital Go-To

In 2015, Google insightfully predicts that we’ll no longer hear chatter about the growth of mobile, but the all-out domination. Mobile devices in the next year will enable two thirds of all purchases, and actually complete the transaction for half. If you’re a retailer that hasn’t gone mobile, you will soon be obsolete. It’s really that critical now.

Likewise, digital companies with new ways to solve problems and provide services in the mobile space will continue to manifest, giving tech companies all kinds of new space to keep innovating.

Woodside also predicts that the small outcropping of digital payment options will spread like wildfire. Consumers will have scads of options for paying for items with their digital devices, and he even says that perhaps a “PayPal of the mobile space will emerge.”

The Real-Time Reality

Finally, Woodside reminds us that more and more, we will be living in a real-time world. From a marketing standpoint, this means that we’ll have the power to monitor and analyze the results of our campaigns the very moment they launch. In some cases, before we launch a single ad, we’ll be able to accurately predict the results based on similar past efforts. The tools we use to analyze metrics will become more robust, more sophisticated, and show us results as they happen. Social media will continue to evolve with this philosophy, and technologies that emphasize real-time data consumption and access will thrive.

“We will move from just recording data to modifying the system in real time: continuous improvement,” states Woodside. In many ways, we can’t even imagine exactly how this will transpire, but it’s on the horizon. Happening in real-time.

Woodside also reminds us that “… the acceleration of everything is not going to stop. So we need to keep a relentless focus on the future, to be thinking years – not quarters – ahead. That’s what we try to do at Google.”

Since most of us don’t have millions to spend on research and development, heeding the visions of Woodside and his Google counterparts is the next best thing.

How else to you foresee the digital world impacted in the coming year? What technologies will flourish, and what things will fade away?


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Conscious online marketer, web executive, and multi-faceted writer Tina Courtney has been creating and fostering online innovations since 1996. Tina has assisted many clients in maximizing online production and marketing efforts, and is a staff writer for SiteProNews, one of the Web’s foremost webmaster and tech news blogs. She’s produced and marketed innovative content for major players like Disney and JDate, as well as boutique startups galore, with fortes including social media, SEO, influencer marketing, community management, lead generation, and project management. Tina is also a certified Reiki practitioner, herbalist, and accomplished life coach.  Learn more on LinkedIn, Facebook and Google+. Visit My Google+ Profile

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