AI proliferation and the convergence of marketing strategies will redefine the industry
3Q Digital, the largest independent agency in digital marketing, has released its annual whitepaper on disruptive trends in the industry.
Authored by Growth Engineer Caitlin Halpert, 2019 Digital Marketing Disruptors identifies the convergence of once-competing marketing initiatives and the complicated rise of Artificial Intelligence as the trends marketers must address in their 2019 strategies.
“The digital industry is always changing, but there are huge shifts underway as we head into 2019,” 3Q Digital CEO David Rodnitzky, who has been in digital marketing since 1999, said. “Brands who embrace these changes head-on with a test-and-learn mentality will be positioned to gain significant market share over competitors who don’t.”
Halpert identifies five ways marketers can thrive in the changing marketing environment; these include testing emerging marketing channels; investing in robust measurement solutions; embracing automation and its capabilities; committing to an increased understanding of customer segments; and developing and testing bold, customer-oriented creative campaigns.
“The best thing any marketer can do in 2019 is be dynamic; as AI rapidly changes the industry, a more creative mindset is required to be successful,” Halpert said. “The most critical element of a dynamic marketer is a reliance on accurate and robust measurement for every ad dollar spent.”