WEB & TECH / NOV. 25, 2014
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What to Expect From Google in 2015

Google is the centre of the Internet, whether we want to admit that or not. One thing that we can expect from Google is change. Every year they have to fight to retain their crown, and the same will apply in 2015. In this article, we’re going to take a look at what we can expect to see from Google in 2015.

The Media Onslaught

The amount of content each user consumes is higher than ever before. We shouldn’t expect to see a downturn in this. We live in a world of engagement where we can consume what we want, whenever we want, wherever we want. Google will only make it easier to consume TV, online, and mobile media.

For businesses, this means that they have to make their content as accessible as possible. Their content has to hit two key pieces of criteria at the same time:

  1. The content must have relevancy and it must provide the information advertised. You have to know exactly who you’re trying to reach.
  2. Your content must be fresh, original, and engaging. That means you can’t hop on something a competitor came up with and expect it to work for you.

Non-Traditional Content

Smaller screens are the way of technology. Half of all Internet users will only access the Internet through a mobile device. That means your content has to fit in with the smaller screens of today. Non-traditional content is usually designed with the mobile device in mind, as opposed to the old-fashioned desktop screen.

Most apps, for example, qualify as a type of non-traditional content. Mobile browsing is growing faster and faster, despite the fact we’d barely heard of it only a couple of years ago.

2015 expects to see 10 billion mobile subscribers and 300 million Internet-enabled televisions worldwide. Companies who want to succeed must adapt to these browsing options and the growth within the mobile market.

Mobile Takes Control

Google has predicted that talk of mobile will cease and it will become the dominant force. Mobile devices will now enable people to complete two-thirds of all possible purchasing options on the Internet. If you’re a retailer that has yet to extend to mobile devices, you’re in serious danger of becoming obsolete in the coming months.

Some people have even taken the bold prediction of saying a brand new PayPal of the mobile era will manifest itself in 2015. Whether this happens remains to be seen, but there’s no doubting it will come along sooner or later.

Real-Time Reality

The real-time world is a term we use to describe the Internet running alongside the real world. In terms of marketing, we will be able to watch the results as they come in. We will have the power to track our campaigns down to the minute they happen. Companies will have more tools to accurately predict the success rate of ads and the results they can expect to gain. Metrics will become more sophisticated and accurate.

These changes will pave the way for enabling constant improvement day by day. It will increase competition because companies will have to work harder than ever before to defeat their competitors. This may represent a problem for the average small business, but what it will also do is give customers more choice than they’ve had before.

Of course, these are only predictions. We don’t know whether all of this or none of this will happen. In the absence of millions to spend on our own research, it’s wise to heed the words of Google in the meantime.

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