Digital Shift, a quarterly service from Econsultancy, 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 Q3 2016 report 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-declining organic reach and limited impact, typically coming from shared content, we consider whether this is the end of earned media, or perhaps just a reason to redefine it.
- Disruption and unbundling. The so-called ‘unicorn startups’ have been the recipients of a huge amount of attention and focus. However, are large companies disrupted by multiple sources, leading to the unbundling of entire businesses and sectors?
- AI, chatbots and machine learning. This quarter saw more announcements in this rapidly burgeoning area so we look at some of the more interesting developments, a way of understanding the key drivers of acceleration and the future of bots.
- Is the mobile app boom over? New data suggests that a new maturity is being reached – not only in the incremental improvement of smartphones, but in declining numbers of apps being downloaded.
- Mary Meeker’s internet trends. We take a look at some of the key highlights from Meeker’s annual trends deck, including factors slowing growth, new image and video formats and platforms.
- The ever-changing role of video. The growth in video is being accompanied by significant divergence in formats, leading to new distribution, consumption, engagement and monetisation opportunities. Is video the new HTML?
- Trends from Cannes. Virtual reality (VR), creating consumer movements and hacking platforms – we take a look at some of the most interesting but less high-profile examples from Cannes.
Download a copy of the report to learn more.
You can access the previous Digital Shift report (Q2 2016) here.