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 age of subscription? With Amazon rapidly growing Prime and Unilever buying Dollar Shave Club, are these signals of a new golden age for digitally empowered subscription models? As the tentacles of digital disruption reach ever further into new sectors, will the unbundling and rewiring of FMCG and logistics be next?
  • Marketing in the age of artificial intelligence (AI). We’ve seen a number of new announcements this quarter, notably from Google, that speak of an AI-driven future marrying hardware and software to integrate bots and voice activation into many different aspects of our lives. What are the moves that we should pay attention to, and where is the real opportunity?
  • Shifting value and opportunity in mobile. As BlackBerry stops producing phones, the number of app downloads decreases and the differences between phone models become marginal, are we in the middle of a more fundamental shift in value towards the phone as a service? Plus, we look at new data from the Econsultancy/Adobe Digital Intelligence Briefing showing just how important mobile is becoming to customer experience. With Amazon, Google and Samsung all investing heavily in AI and chatbot technology, we look at why this is becoming central to hardware and service differentiation.
  • Is data the new coal? Is this the best analogy yet for where the value sits in data?
  • The future of programmatic. With the majority of digital display now traded programmatically, we’re facing some pretty existential questions on automated trading, including whether all media will eventually be traded in this way, and whether the current fragmented market is sustainable.
  • And finally… it’s all about virtual reality (VR). With yet more announcements around the mega-trend of VR, there are some interesting developments and an amazing new VR app.

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.