A broad overview of things I've noticed and enjoyed in digital marketing through 2014, and what that means for 2015. Some potentially-useful angles on tactics for video, the future of content etc. Let me know what you think. Caution: contains ZERO stats.

1. 2014: the year in digital
Some broad observations, and a bit of future-gazing for 2015

2. Alex Willimott
2014: what happened?
Looking back
| 22/12/20142

3. Alex Willimott
2014: smartphones and selective attention
Growth in smartphone
ownership, higher data speeds
and a desire for convenience
has helped users (esp. Gen Y/Z)
develop “selective attention”
into an art form
| 22/12/20143

4. Alex Willimott
2014: platform and media fragmentation
Selective attention has driven
increased media and platform
fragmentation, breaking up
those multi-purpose, one-size-
fits-all platforms
| 22/12/20144

5. Alex Willimott
2014: single-use apps and services
Focused, single-use apps and
platforms have taken over,
driven by user experience.
Think Whatsapp, CityMapper…
Goodbye to Facebook-as-a-
destination
| 22/12/20145

6. Alex Willimott
2014: increasing data bandwidth and video
As 4G/LTE creeps over the
horizon, increasing access to
bandwidth has driven huge
growth in video – over 214
million hours of video were
watched every day through 2014
on YouTube alone
| 22/12/20146

7. Alex Willimott
2015: so what now?
Looking forward
| 22/12/20147

8. Alex Willimott
2015: the big winners
2015 will see a proliferation of
single-purpose apps and
services whose creation is
driven by UX. The most
successful will be those that do
one thing well, and by ‘well’, I
mean FAST
| 22/12/20148

9. Alex Willimott
2015: the big winner
I’m betting that a big winner in
2015 will be Twitch.tv – the
game streaming service is
perfectly placed at the
convergence of video, gaming
and fragmentation of media
| 22/12/20149

10. Alex Willimott
2015: video kills off ‘wallpaper’ static ads
In 2015 static ads will largely
disappear – let’s face it, they’re
already basically wallpaper.
Video will become the new
standard, with forays into
interactive video from the most
forward-thinking…
| 22/12/201410

11. Alex Willimott
2015: the opportunities for brands
In 2015, brands will have to
change their video focus from
high production values and TVC
content to lower-budget, higher-
frequency video, to meet the
changing expectations of their
consumers
| 22/12/201411

12. Alex Willimott
2015: brands and co-creation
To create steady streams of
good quality video content,
brands will increasingly turn to
influencers and creators who
already have the right skills,
equipment and experience.
Collaboration and co-creation
will be buzzwords in 2015
| 22/12/201412

13. Alex Willimott
2015: the opportunities for individuals
2015 will see the rise of the
video specialist as a middle-
man, to negotiate between big-
budget brands and independent
creators. Some services have
already clocked this – one great
example is Vidsy.co
| 22/12/201413

14. Disclaimer: there will be tons more exciting
stuff I’ve missed
This is just a broad opinion piece. Agree? Disagree? Let me know:
@alexwillimott