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.