Digital Shift, a quarterly service from Econsultancy exclusively for Enterprise subscribers, is intended as a guide to support strategic thinking.

Focused tightly on digital technologies, marketing and ecommerce, it’s about delivering actionable insight on trends that will be significant in the short to mid-term, and which can be used to generate new ideas, improve business performance and stay ahead of the competition.

The twelfth report in this series, also available as a presentation and webinar recording (see below), explores the most notable developments impacting digital marketing this quarter. The critical shifts are summarised below:

  • The future of content marketing. Has the New York Times signalled one of the major ways in which content marketing will develop? In creating entirely new approaches to how they use, manage, automate and re-purpose their content we could be witnessing the start of a new beginning for content marketing.
  • The future of artificial intelligence. With Mark Zuckerberg announcing his ambition to build an artificial intelligence assistant for home and work, what do marketers really need to know about AI? We’ll be taking a look at what it means for how we might target and design experiences for our customers in new ways, how we use apps and the implications for retail.
  • The future of wearables. A long-term trend, but are we getting too focused on wristbands and watches? We look at how the future of wearables is as likely to be about clothes and tattoos.
  • The future of organisational structures. We reveal highlights from our new Econsultancy research into organisational structures and resourcing, showing that fluid resourcing might just be the new normal.
  • The future of leadership. With digital transforming businesses in just about every sector is it time that we redefined effective leadership as well? Findings from Econsultancy’s new research indicate a growing need for softer skills aligned with a highly commercial focus, but also a perceived technology literacy gap among our current senior leaders.