Trends & Innovation

The Best of Digital Shift 2015

By Econsultancy,

Actionable insight into the key digital marketing trends


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 Best of Digital Shift 2015 reflects the key developments impacting digital marketing over the past year. The critical shifts are summarised below:

  • Innovation management: The cyclical nature of technology adoption continues to increase in speed, turning exciting opportunities into afterthoughts faster than ever before. What are the new technologies primed to change consumer and purchasing behaviour and how will they fit into commerical offerings?
  • Growing complexity: With infinite ways in which marketers can interact with consumers, programmatic marketing is a key priority. How should organisations approach the challenge of integration as they seek to offer personalised experiences?
  • The era of distribution and the evolution of social: The maturation of key social platforms has turned social media from a fledging sub segment of marketing, to a dominant gatekeeper of consumer attention and access. How is this changing business models and creating new opportunities?
  • From mobile apps to bots: With just a handful of apps dominating the consumers' attention, apps need to be far more pervasive, personal and predictive in order to provide value. How is such thinking permating customer experiences on mobile and in the real world? 
  • Wearables and virtual reality: There are a host of new technologies gaining traction with early adopters. But which of these are worth experimenting with? How many of these will gain mainstream adoption?

Contributing Authors


Neil Perkin

More reports from Neil Perkin

Neil Perkin is a renowned blogger, writer and the founder of Only Dead Fish, a digital and media consultancy that specialises in applying strategic understanding of social and emerging media technologies to help businesses innovate and optimise their effectiveness within the new, networked communications environment.

Neil is a consultant with Econsultancy, a regular keynote speaker across Europe on content strategy, emerging media, digital marketing innovation and social technologies, and writes regularly for BrandRepublic, FutureLab, Marketing Week and The Marketing Society among others. He has been named by BIMA as one of the most influential people in the UK digital sector for two years in a row.

Neil curates the quarterly series of Firestarters thought leadership events on behalf of Google, and has worked with market-leading global businesses including Warner Bros, HBOS, YouTube, Marks & Spencer, Leo Burnett and Disney, and is an associate of The Futures Agency, a collaboration of some of the world’s leading media thinkers and futurists.

He has over 20 years media owner experience and was latterly the Director of Marketing, Strategy and Digital for IPC Media, the largest consumer publisher in the UK and publisher of multimedia brands including Wallpaper, Marie Claire and the NME. In this capacity he ran award-winning strategy, planning and consumer insight functions and was at the centre of defining and implementing the digital strategy for one of the largest media owners in the UK.


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