Predictions about Digital Marketing - Pay to Play

This article talks about big changes that are happening over the next 12 months in the digital marketing space.  I wanted to highlight a couple that I thought were interesting:

"Pay to Play"
This has become more and more prominent in recent years, but recently it is become harder to get content across for free.  Especially with Facebook Instant being launched it will be harder for those who don't pay to get their message across

"You can no longer count on Google as your top source of website traffic"

SEO has become more difficult on Google, with the Company changing their algorithms several times in recent years.  The article suggests focus shift to traffic acquisition from multiple, reliable sources that can be controlled 

PRedictions about Digital Marketing