BIA/Kelsey's 2015 Analyst Predictions

Every December, BIA/Kelsey analysts are challenged to make predictions for the coming year in their coverage areas (directories, mobile, sales, search, social, transactions & loyalty, video). This year’s batch, BIA/Kelsey’s 2015 Analyst Predictions came out last week on the eve of our Leading in Local: Interactive Local Media conference in San Francisco.

BIA/Kelsey analysts submitted more than 20 predictions, and from these the strongest 10 predictions made it into the 2015 report. This year?s crop covers a diverse range of topics, reflecting the breadth and diversity of the analysts? knowledge set.

 

Future Ahead

 

Last week at the ILM conference, three analysts offered a preview of this year’s predictions during a luncheon for BIA/Kelsey clients.

Prediction: The Era of Full-Circle Marketing Arrives

BIA/Kelsey Senior Director of Industry Strategy and Insight Abid Chaudhry predicted that seamless full-circle marketing ? the ability to combine offline and online into a single trackable campaign ? will become reality in 2015. “The combination of evolving call tracking, routing, automation technology and mature location-based marketing solutions will for the first time give marketers total click-to-purchase visibility of their marketing funnel,? Chaudhry said.

Here is Abid discussing his prediction at the client lunch:

Prediction: Angie’s List Sold, Subscriptions Dropped

Managing Director Rick Ducey shared his prediction that Angie?s List will be sold and turned into a free site in 2015. “Ratings and reviews for home improvement sites have gone mainstream,” Ducey said. “Soon there won?t be room for a premium model such as Angie?s List, which is already seeing less than 40 percent of its revenue from premium subscriptions. Buyers may come from major media ? Gannett was once interested ? or perhaps one of the digital powerhouses (Google, Amazon, Yahoo).?

 Prediction: New Era of Same Day Delivery Deferred

Sometimes analyst predictions are as much about what won’t happen as what will. VP & Chief Analyst Peter Krasilovsky believes the new era of same-day delivery will be slowed down by economic realities and poor synergies with existing products. “eBay is already pulling back on its efforts, and we?ll see others ? amazon, Walmart and Google ? also  begin to pull back from early tests,” Krasilovksy explained. “But impulse buyers will still have several options, including the continued growth of Online Order/Pick Up in Store (or neighborhood location.)?

2015 Predictions 2

The full 2015 predictions report is available for download to clients of BIA/Kelsey?s advisory services.

Note: This post was originally published on December 12 and was updated on December 19 to include a video link.

This Post Has 2 Comments

  1. Mick Kennys

    I could disagree with some of these points, but from the other side the first two are really likely to become a reality :)

  2. Terrance

    I agree the first two points probably will happen but the others such as apply pay I think wont be a game changer because once they get hacked no one will want to use it anymore. Add No. 11 More constitutional rights taken from us. Great Article.

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BIA/Kelsey’s 2015 Analyst Predictions

Every December, BIA/Kelsey analysts are challenged to make predictions for the coming year in their coverage areas (directories, mobile, sales, search, social, transactions & loyalty, video). This year’s batch, BIA/Kelsey’s 2015 Analyst Predictions came out last week on the eve of our Leading in Local: Interactive Local Media conference in San Francisco.

BIA/Kelsey analysts submitted more than 20 predictions, and from these the strongest 10 predictions made it into the 2015 report. This year’s crop covers a diverse range of topics, reflecting the breadth and diversity of the analysts’ knowledge set.

 

Future Ahead

 

Last week at the ILM conference, three analysts offered a preview of this year’s predictions during a luncheon for BIA/Kelsey clients.

Prediction: The Era of Full-Circle Marketing Arrives

BIA/Kelsey Senior Director of Industry Strategy and Insight Abid Chaudhry predicted that seamless full-circle marketing – the ability to combine offline and online into a single trackable campaign – will become reality in 2015. “The combination of evolving call tracking, routing, automation technology and mature location-based marketing solutions will for the first time give marketers total click-to-purchase visibility of their marketing funnel,” Chaudhry said.

Here is Abid discussing his prediction at the client lunch:

Prediction: Angie’s List Sold, Subscriptions Dropped

Managing Director Rick Ducey shared his prediction that Angie’s List will be sold and turned into a free site in 2015. “Ratings and reviews for home improvement sites have gone mainstream,” Ducey said. “Soon there won’t be room for a premium model such as Angie’s List, which is already seeing less than 40 percent of its revenue from premium subscriptions. Buyers may come from major media – Gannett was once interested – or perhaps one of the digital powerhouses (Google, Amazon, Yahoo).”

 Prediction: New Era of Same Day Delivery Deferred

Sometimes analyst predictions are as much about what won’t happen as what will. VP & Chief Analyst Peter Krasilovsky believes the new era of same-day delivery will be slowed down by economic realities and poor synergies with existing products. “eBay is already pulling back on its efforts, and we’ll see others – amazon, Walmart and Google – also  begin to pull back from early tests,” Krasilovksy explained. “But impulse buyers will still have several options, including the continued growth of Online Order/Pick Up in Store (or neighborhood location.)”

2015 Predictions 2

The full 2015 predictions report is available for download to clients of BIA/Kelsey’s advisory services.

Note: This post was originally published on December 12 and was updated on December 19 to include a video link.

This Post Has 2 Comments

  1. Mick Kennys

    I could disagree with some of these points, but from the other side the first two are really likely to become a reality :)

  2. Terrance

    I agree the first two points probably will happen but the others such as apply pay I think wont be a game changer because once they get hacked no one will want to use it anymore. Add No. 11 More constitutional rights taken from us. Great Article.

Leave a Reply

Your email address will not be published. Required fields are marked *

two × 2 =

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