Last year, we published Offerpop’s marketing predictions for 2014. Recently, Offerpop took a look at the biggest 2014 predictions to discover if they came true or if they missed the mark completely.
Of the big predictions identified, only two turned out to be accurate. Marketers did use social to gain more insights about consumers. Unfortunately though, gaining insight didn’t translate into measuring a return on investment. According to Offerpop, less than 30 percent of marketers indicated their efforts were affective.
The other 2014 prediction that came true was that marketers would integrate more email into social campaigns. The OfferPop data indicates that nearly 70 percent of marketers are “embracing a symbiotic relationship between email and social.”
It seems marketers were also expecting a shift away from Facebook and Twitter to focus on niche networks. This prediction turned out to be false. Sure, plenty of niche networks cropped up over the last year, but Facebook and Twitter are still the dominant networks. In fact, Facebook seems even more powerful than before and Twitter is becoming a mobile powerhouse.
To see the data on last year’s big predictions, check out the infographic below.