“Data-Driven Insights, DNVBs and the Death of the Agency Model – What Does 2019 have in Store for Digital Marketing?”

(Jonathan McNamara, Fourth Source, 25 January 2019)

"“The trends most likely to impact the industry in 2019 are the new age of digital consultancy, the DNVBs leadership, data-driven insights, marketing automation, AI and personalisation”"

The agency model is dead. The reason is the rise of digital consultancies, who tailor their skillset to fit around a particular project or clients. Digitally Native Vertical Brands (DNVBs) is changing customer service as much as they’re transforming UX. Established brands will make a point of learning from the DNVB model. They can benefit from focusing on their direct-to-consumer channels and creating engaging, purpose-driven content that tells a story worth sharing. Brands will use data insight to listen more closely to their customers and apply their findings to inform design decisions. According to Forbes, 2.5 quintillion bytes of data were created every day and 90% of data in the world was generated in the last two years. Marketing automation tools powered by AI will continue to increase, and hone, personalization. According to research by Forrester, global spending on marketing automation tools will grow from $11.4 billion U.S. dollars in 2017 to $25.1 billion in 2023. Machine Learning-as-a-Service (MLaaS) products, Machine Learning Data Catalogs (MLDCs) and semantic SEO will play a bigger part in 2019. Clear focus is needed on getting the greatest commercial return for their investments in eCommerce, by putting digital marketing spending where it’s needed and gaining the greatest ROI possible.

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