In this presentation Fresh Egg’s digital experts look back at their predictions from last year, and let you in on the key trends you should be looking out for in 2015.

1. 27 Digital Marketing Trends for 2015: Our
Predictions

2. Introduction.
Our predictions:

3. It may be difficult to build a stable brand when digital marketing is
constantly changing — but that’s not the case.
By monitoring trends and being prepared to adapt, your brand will
survive the competitive digital world and also stand out.
In this Presentation Fresh Egg’s digital experts look back at their
predictions form last year, and let you in on the key trends you should
be looking out for in 2015.
Digital marketing best practice

4. 1. Deeper impact of Universal Analytics
Julian Erbsloeh, Head of Insight

5. As more companies embrace Universal Analytics and get to grips with
the advanced measurement opportunities it offers, the data will
become more meaningful to organisations; and with accurate
interpretation, businesses will garner more profitable insight.
For 2015 you will see the early adopters reap the rewards of being a
step ahead. By the time their competitors are forced to migrate to UA,
early adopters will have already fine-tuned their implementation
several times, giving them a distinct competitive advantage.
No company can afford a digital decision maker who is not passionate
about data and understands how to translate insight into actions.
1. Deeper impact of Universal Analytics

6. 2. Improved personalisation of websites
Julian Erbsloeh, Head of Insight

7. One of my predictions last year was for personalisation to become
more main stream. In my view, this has not been fully realised.
Many vendors have created more accessible sets of tools and services
for that sector, but the uptake has not been as great as anticipated.
If it’s done well, users shouldn’t even notice it creeping into their
lives. The internet will simply become a little better overall.
my prediction for 2015 is that more businesses will adapt this new
technology.
2. Improved Personalisation of Websites.

8. 3. Increased user-centric analytics (profiling,
personalisation and re-marketing)
Julian Erbsloeh, Head of Insight

9. In 2014 many online businesses seemed obsessed with profiling their
users, gathering as much information about them as possible, and
using that data to sell more.
This data can be all sorts of personal and behavioural insights.
This approach will continue throughout 2015, but wont last forever.
There will be a point where we will own our personal data and
choose when we want to be approached by brands and services.
3. Increased user-centric analytics (profiling, personalisation and re-
marketing)

10. Duncan Heath, Head of Conversion Services
4. Measuring from source to sale: lead generation
sites will look beyond just conversion rate

11. There will be far more lead generation sites starting to scientifically
optimise their sites/apps for the quality of their leads, not just the
volume.
Conversion rates for ecommerce sites are still a critical success metric
for the last few years. But there has been a greater importance on the
quality of those conversions.
EAD generation sites have been getting a raw deal. They've been
optimising their conversion rates well enough, but few have spent
time and energy trying to understand the quality of the leads they're
getting.
Now it’s been clear that there’s never been a better time for lead-
generation businesses to step up their optimisation.
4. Measuring from source to sale: lead generation sites will look
beyond just conversion rate

12. 5. Integrations will be everywhere
Duncan Heath, Head of Conversion Services

13. Data is great, but data that talks to other data is really great.
Integrating different data streams together can be really beneficial for
conversion rate optimisation.
Your call tracking solution integrates your CRM (such as SalesForce) to
tell you how many of those phone calls actually led to sales, and your
CRM integrates with your ESP (such as Pure360) to tell you which
emails drove those converting phone call. These integrations give you
real, actionable insight, and in 2015 there will be increasingly more of
them.
5. Integrations will be everywhere

14. David Sewell, Head of Innovation
6. "The internet of things"

15. I predict a massive explosion in internet-enabled devices measuring
you, measuring this, measuring that, measuring them, measuring me
and measuring other stuff too. Medical devices, household appliances
and transport networks will all talk to each about us: making
decisions on our behalf about which TV channel to show and whether
or not it’s time to draw the blinds.
6. "The internet of things"

16. 7. Improvements to Google webmaster tools
David Sewell, Head of Innovation

17. Improvements to Google Webmaster tools continued in the last 12
months, as per my 2014 prediction. A host of new features have been
added, including:
• Mobile-usability testing
• Rendering webpages
• Improvements to the GWMT API
• Testing robots.txt files
• Troubleshooting hreflang
• Debugging app-indexing
• Signalling faulty redirects with smartphones
I am going to extend my prediction from last year to 2015 too, when I
expect a paid version of Webmaster Tools will become available, with
increased historic data and per-day limits.
7. Improvements to Google webmaster tools

18. 8. Death of cookies
David Sewell, Head of Innovation

19. I foresee Google leading the way with the roll out of anonymous
identifiers (AdID) – currently used in Android apps – but being be
extended to browsers too by defining a new standard in the header
response.
This will not only solve the issue of tracking using cookies on mobile
devices, but will also give individuals the ability to set their own
advertising preferences.
8. Death of cookies

20. David Somerville, Head of Inbound Marketing
Reflections on my 2014 predictions

21. Looking back on my predictions from last year, social media
advertising spend has undoubtedly increased in 2014. A recent
announcement by Group M (a worldwide media buying company)
stated that the UK will be the first country, where digital advertising
spend overtakes all other forms of advertising (print, outdoor, TV,
radio etc.).
Having spent some time out in Australia this year, I have seen first-
hand how many brands are still over-reliant on traditional ‘push’
marketing, whereas in the UK there’s a definite shift away from this.
Reflections on my 2014 predictions

22. 9. Social media advertising will go from strength
to strength
David Somerville, Head of Inbound Marketing

23. While this was a prediction for last year, I’m also going to use it as my
first for 2015.
eMarketer’s recent industry report showed that social media
platforms are this year accounting for 10.5% of the UK’s overall digital
ad funding. Facebook take the lion’s share of this, with a 7.5% stake
alone.
Last year I also talked about an increase in diversity of social media
advertising products, which again came to fruition. In October this
year Tumblr introduced auto-play video ads, partnering with the likes
of Lexus, Universal and JCPenney.
The platform’s audience has grown by 40% (from 300m to 428m)
since the acquisition by Yahoo!. Also in October, messaging platform
Snapchat introduced ads to its US users, while Instagram began
exposing UK users to its “natural” ads.
9. Social media advertising will go from strength to strength

24. 10. Brands will tackle Dark Social sharing
David Somerville, Head of Inbound Marketing

25. My second prediction for 2015 concerns the increase of ‘Dark Social’.
This refers to social media content that is shared away from the social
media platform it was first posted on, for example via email or online
chat apps. This sharing can't necessarily be measured by web analytic
programs and therefore the data on engagement, reach is ‘dark’ to us
marketers.
For brands, this means that reporting fully on the effectiveness of
campaigns may be nigh-on impossible. A recent study by RadiumOne
shows that currently only about 31% of shared activity takes place on
Facebook and other public-sharing channels, whereas 69% is on ‘dark’
platforms.
Team Sky has looked to tackle this issue by ensuring that all their
content is shared using the Po.st link shortener, enabling more
accurate tracking.
10. Brands will tackle Dark Social sharing

26. 11. Video will dominate further
David Somerville, Head of Inbound Marketing

27. My final prediction for 2015 is the continued increase in the use of
video. It seems this medium is always ‘the next big thing’, but there
are more reasons than ever for this to be the case.
Twitter is taking advantage of the trend as more consumers adopt
two-screen usage (watching TV and tweeting on their phone/tablet at
the same time), with the launch of Twitter Amplify. This video-based
product takes something from a TV broadcast and packages it into a
video ad on Twitter. This is then sponsored by a relevant brand and
‘amplified’ across Twitter beyond the sponsor’s usual reach of
followers.
Outside of the ad space, we have seen Facebook video views on
desktop overtake YouTube. In August, the platform recorded nearly a
billion more video plays than YouTube - although this was buoyed by
the Ice Bucket challenge. Facebook now serves up more than a billion
video views daily – a result of a recent adjustment to the algorithm to
show more videos in news feeds.
11. Video will dominate further

28. Steve Teece, Head of Technical SEO
12. SEOs understanding of JavaScript more
important than ever

29. Google announced in May that it’s now executing JavaScript and that
it will be at the forefront of new development projects in 2015.
SEOs understanding of client-side JavaScript frameworks including
Angular, Backbone, Ember and Isomorphic JavaScript, is going to be
more important than ever in 2015.
12. SEOs understanding of JavaScript more important than ever

30. 13. Greater visibility of SPAs in the SERPs
Steve Teece, Head of Technical SEO

31. With the further adoption of client-side SPAs (single page
applications) and Google’s continued improvements in indexing and
evaluating JavaScript, I believe we're going to see a rise in visibility in
the SERPs for client-side SPAs in 2015.
13. Greater visibility of SPAs in the SERPs

32. Nate Wood, Head of Biddable Media
14. Further commercialisation of Google SERPS

33. In the past 12 months we’ve seen the trialling of Google image ad
extensions, increased testing of Google shopping and new call-out
extensions to promote elements of businesses.
Google is really keen to keep the usability of its SERPs high, while
squeezing every penny of revenue opportunity from its traffic - and
2015 should see further advances to Google Shopping as competition
for retail advertising spend increases.
14. Further commercialisation of Google SERPS

34. 15. Improved targeting
Nate Wood, Head of Biddable Media

35. This was a prediction of mine for 2014, but not a lot happened in this
arena. The introduction of RLSA (remarketing lists for search ads) in
2013 saw a large take-up by advertisers, as a strategy to target generic
search in a cost-effective manner.
However, the additional tools for segmentation didn't really
materialise in any ground-breaking way.
15. Improved targeting

36. Nate Wood, Head of Biddable Media
16. Google mobile and growth of RTB

37. Google pushed mobile heavily in 2014 and continued to see traffic
share for mobile increase. Google also saw its first day where mobile
traffic overtook desktop traffic.
RTB (real-time bidding) grew substantially in 2014. In the US, possibly
the largest global market, ad sales grew by 55% year-on-year. Mobile
and video ad sales were an estimated five times that of 2013.
16. Google mobile and growth of RTB

38. 17. Increased use of video
Nate Wood, Head of Biddable Media

39. In 2014 video continued to see great adoption by brands. John Lewis
used YouTube to great effect in November with the launch of its TV ad
– a highly-anticipated advertising campaign. This formed the central
piece in a well-executed digital strategy that could proudly hold its
head up as ‘multichannel’.
17. Increased use of video

40. Nate Wood, Head of Biddable Media
18. Native advertising will boom in 2015

41. Content ad networks and native advertising will be adopted by more
publishers and advertisers alike in the New Year. Ads will appear to be
more like content, as engagement and rich-media experience
becomes the norm.
Publishers will use ads as part of the content mix and will condense
ad inventory to make room for larger, more engaging ad content.
Expect to see more engagement ads and fewer static banners. Ads
that behave and look like content will gain good traction.
18. Native advertising will boom in 2015

42. 19. Targeted personalisation and integration in
2015
Nate Wood, Head of Biddable Media

43. Targeting will be even more personalised in 2015. At the same time,
however, expect to see brands adopting more of a widespread
approach in order to scale activity. Utilising the full funnel, we'll see
more generic activity to capture the customer in order to fuel
personalisation later on in the journey.
Native advertising will blur the lines between paid and organic, but
we'll being to see campaigns that are better integrated. For example,
we should expect to see more campaigns bridging the offline and
online worlds across multiple channels. "Multichannel strategy" will
become one of the key buzzwords of 2015.
19. Targeted personalisation and integration in 2015

44. Nate Wood, Head of Biddable Media
20. Mobile, mobile, mobile

45. Mobile advertising has been hit and miss, with much inventory failing
to deliver, and in-app advertising performing poorly. We'll begin to
see the integration element taking shape, and advertisers using the
mobility element of mobiles more.
There'll be an increased use of NFC and geo-targeted campaigns to
augment the high-street experience. Google already offers in-store
floor mapping, and will further extend the Street View capability to
open shop doors to customers remotely.
20. Mobile, mobile, mobile

46. Sarah Leach, Director of Client Services
Reflections on my 2014 predictions

47. Last year I talked largely around the increase in marketers who would
be focussing on their strategy and the integration of their teams and
activity in 2014. We have definitely seen this across Fresh Egg’s client
base; and where ‘Big Data’ was very much a buzz word of 2014, I see
‘Digital Transformation’ being the hot topic of conversation among
marketers and business leaders in 2015.
I’ve definitely seen an increase in confidence among digital leaders
and their teams in their knowledge of managing digital channels –
including social and paid – and there’s some really hot talent coming
through within the industry.
Fresh Egg began an internship programme in 2014 and it’s exciting to
see the talent come on-board. Generation Z, as they are referred to
(born between 1994 and 2010), will become a major target for
companies looking to hire in 2015 – Microsoft and Rackspace already
do this, and Facebook and LinkedIn are known for paying high school
students for internships.
Reflections on my 2014 predictions

48. Fresh Egg began an internship programme in 2014 and it’s exciting to
see the talent come on-board. Generation Z, as they are referred to
(born between 1994 and 2010), will become a major target for
companies looking to hire in 2015 – Microsoft and Rackspace already
do this, and Facebook and LinkedIn are known for paying high school
students for internships.
Reflections on my 2014 predictions

49. 21. Organisations will need to change the way
they operate in 2015
Sarah Leach, Director of Client Services

50. As organisations shift from traditional marketing to digital, integration
becomes a key priority for the majority. Understanding how digital
integrates with other channels is one of the biggest challenges I see
our client base and business leaders face. It requires leaders to define
a vision of how channels will integrate with each other; however few
companies have cross-functional teams to facilitate this, and they
often still operate in silos.
The transformation of teams, tools, processes and reporting is
required if businesses are to succeed. This isn’t something that
happens overnight; it requires a long-term strategy and commitment
from everyone involved.
21. Organisations will need to change the way they operate in 2015

51. 22. Customer-led marketing will lead the way
Sarah Leach, Director of Client Services

52. Understanding the customer journey and adapting the channel mix
accordingly will be a major success factor for many businesses in
2015. Fresh Egg has pioneered the Audience Intent led approach –
even before Google released Hummingbird. This technique identifies
opportunities for clients to target in order to improve their marketing
efforts by putting their customers first.
We will hopefully see more businesses put the customer first next
year, by producing content that engages with the audience at the
right time, in the right place and with the right message.
22. Customer-led marketing will lead the way

53. Ashley Hitchcock, Senior Web Designer
Reflections on my 2014 predictions

54. As per my predictions for last year, flat UIs became a big trend, with
many big brands ditching gradient-heavy sites for clean fresh designs.
The mobile trend also continued to grow, as we all predicted. The
wide variety of device sizes will continue to challenge us. Many
websites now use users’ locations to deliver relevant content, and I
think this will continue to expand with greater customisation based
on users’ profiles and browsing habits.
Reflections on my 2014 predictions

55. 23. The Rise of JavaScript
Ashley Hitchcock, Senior Web Designer

56. Browsers have improved massively in recent years enabling toolsets
like AngularJS to be used to build fully-dynamic sites. Google has also
delivered the ability to index JavaScript-based sites and, to top it off,
this can all be run from a JavaScript-based server using node.js.
23. The Rise of JavaScript

57. 24. Automation of code
Ashley Hitchcock, Senior Web Designer

58. Build, scaffolding, dependency management and testing tools,
including Grunt, Yeoman and Bower, will all help developers get work
done quicker and with fewer bugs.
24. Automation of code

59. 25. Increase in responsive images
Ashley Hitchcock, Senior Web Designer

60. One thing that has been lacking in most responsive websites is
responsive images, by this I am referring to the serving different
images for different size screens – not just the resizing them. This
saves bandwidth and helps with art direction. The <picture> element
has been designed to solve this issue. Browser support is increasing
and can be poylfilled while we wait for full support.
25. Increase in responsive images

61. Matthew Abbott, Senior Web Developer
26. Software as a Service

62. • The 'as-a-Service' moniker represents the changing shape of
software and hardware in computing, and Software (SaaS) is one
of the tenants making up the modern cloud computing platform.
All the big players, from Microsoft, IBM, Google, Amazon and a
host of other providers, offer cloud solutions, platforms and
infrastructure.
• SaaS is the next logical step for software vendors, and we've seen
how the likes of Wordpress and others are offering hosted
solutions. However there is little interaction from the user for
managing their software.
26. Software as a Service

63. • A plethora of new tools, such as Virb, SquareSpace are enabling
customers to get their websites up-and-running without managing
those pesky installs, backing up databases and installing
dependencies.
• This has been a fundamental shift in the development model, and
I expect more services to go this way in future, producing shared,
modular, composable-software solutions that can be offered up
with granular-pricing models, tested extensively, and made
available on more devices, to more customers.
26. Software as a Service

64. 27. JavaScript will be everywhere
Matthew Abbott, Senior Web Developer

65. • As the language becomes more capable, and with new standards
(ECMAScript) being implemented, JavaScript can only go to new
strengths. Couple this with languages
like CoffeeScript and TypeScript, and we not only have a much
broader range of tools, but also a new breed of developer to go
with it.
• In 2015, I am expecting JavaScript to be at the forefront of most
new development projects, firmly seating itself as
the #1 development language of choice. It'll be front and centre
across development platforms, and hidden in the cloud
performing its magic.
27. JavaScript will be everywhere

66. • The Redmonk Language Rankings 2014 placed JavaScript joint first
with its namesake, Java. Fast-forward just a year, and the
JavaScript movement has been pushing hard. We've got new
browsers, with faster interpreters/compilers. We've got server
environments both standalone and now in the cloud.
• Software is being developed in JavaScript (e.g. Ghost), rather than
the language being used for client-side 'features'.
27. JavaScript will be everywhere

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