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 latest 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 end of Earned Media?: With growing algorithmic curation, ever-shrinking organic reach, and increasing data-driven targeting power residing in the hands of some key players, is it time for a fundamental rethink of the paid, owned, earned media model?
  • Smart speakers, assistants and AI: With yet more significant AI-focused announcements this quarter we’ll be looking at where marketers should be focusing their attention and considering what are the rules for what we should automate and what we shouldn’t?
  • The new face of disruption: with increasing focus on so-called ‘unicorn’ start-ups like Uber that are setting out to disrupt entire markets, is the reality of disruption for large organisations more likely to be a host of small start-ups eating away at a diverse product portfolio through innovative, digitally-empowered platforms and models?
  • The amazing, ever-changing role of video: with ever more diverse formats, new distribution models, and shifting content consumption on mobile, is video, as one analyst is arguing, becoming the new HTML?

The hour-long webinar recording features input from Ashley Friedlein, President, Centaur Marketing & Founder, Econsultancy and Neil Perkin, Consultant and Founder of Only Dead Fish.