It’s true that every year brings change for the marketing industry. But hot on the heels of significant developments in 2018, 2019 shows no sign of letting up the pace.
At Deluxe Exchange 2019 we caught up with Bruce Biegel, Senior Managing Director of Winterberry Group, to discuss the major trends that marketers should be preparing for in 2019. A seasoned executive with more than 25 years of hands-on experience in building businesses from the ground up, Bruce’s diverse responsibilities have included strategic and business planning, financing, global multichannel marketing, technology development and support, legal coordination and financial management. You can read Bruce’s full white paper here—or, scroll to the bottom of this page to watch the video.
Below is just a taste of the top data-driven marketing trends to look out for in 2019:
The connected consumer pushes brands to message better across all touchpoints
We’re witnessing an ongoing change in the relationship between consumers and brands. While connectivity continues to creep into every device in the home, consumers are expecting brands to step up to do better and be better. This raises big challenges. Increased touchpoints mean that marketers have the opportunity – and the need – to develop a higher resolution picture of their consumers. This means not just aggregates, but identities. In addition, marketers need to do a better job of applying that insight to understanding the customer experience, mapping the customer journey to deliver meaningful interactions at every stage, and through every channel. All of this requires a lot of data to get it right. Expect to see an increase in the adoption of AI to improve identity management and profiling.
Brands struggling to bring marketing capabilities in-house
Recent years have seen a trend towards brands bringing various marketing functions in-house—from programmatic media or creative, to data analytics or technology. Part of this shift has been a push for greater transparency—and technology companies, data companies and agencies are starting to recognize this. Look out for the tide of in-housing to turn in 2019 as providers shift from retainer models into more measurable, accountable marketing.
The impact of GDPR and the growing need for federal regulation
The European Union’s General Data Protection Regulation (GDPR) was the stand-out privacy story of 2018. Inspired by this initiative, 2019 marks the acceleration of state-level privacy legislation sweeping the United States. The poster child, the California Consumer Privacy Act (CCPA), is more restrictive and less clearly defined than GDPR—and it’s approaching fast. With more and more states taking a unilateral approach to consumer privacy, in the short term brands need to get used to a fragmented approach; in the medium term, expect to hear calls for a Federal framework growing.
Consolidation throughout the MarTech industry
Best estimates suggest that there are over 7,000 technology applications active, with an average of 30+ applications in use at every enterprise. but with over 100 email providers, 100 customer data platforms, dozens of demand-side platforms—agencies, management consultancies, and more are consolidating to better differentiate themselves in a fragmented market.
See the full video here: