2019 Marketing Trends - Nine factors reshaping marketing and how you can stay ahead of them - IBM
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2019 Marketing Trends Nine factors reshaping marketing and how you can stay ahead of them – IBM Watson Marketing / © 2018 IBM Corporation 2019 Marketing Trends
Content – Introduction 03 Trend 1: 04 Marketer 4.0: Emergence of the tech-savvy martecheter Trend 2: 05 Director of marketing data becomes the hottest new role Trend 3: 06 AI and machine learning make hyper-personalization a reality Trend 4: 07 Digital marketing agencies transform into consulgencies Trend 5: 08 GDPR actually helps marketers tighten up data hygiene and build more customer trust Trend 6: 09 Agile marketing adoption accelerates, driving marketing outcomes and culture Trend 7: 10 MarTech + AdTech finally together = the Holy Grail of Marketing Trend 8: 11 Customer centricity will drive constant transformation Trend 9: 12 In the emotion economy, purpose creates loyalty – what have you done for others lately? IBM Watson Marketing / © 2018 IBM Corporation 2019 Marketing Trends 2
Introduction – Simply put: Marketing isn’t what it used to be. You’ve got big data. You’ve got artificial intelligence. You’ve got GDPR and agile workflows. All which ladder up to the holy grail of creating an ever-better customer experience. If you want to compete in this rapid digital world, you need to make your customers happy. Constantly. We’ll get you started with nine of the most exciting trends developing in the world of marketing in 2019. Improve your business outlook by taking advantage of these transformations today and stay competitive by setting the conversation as the leaders of tomorrow. IBM Watson Marketing / © 2018 IBM Corporation 2019 Marketing Trends 3
Trend 1
–
Marketer 4.0: Emergence of the
tech-savvy martecheter
As reddit founder Alexis Ohanian recently there is a skills gap between corporate and
stated: “Programming is modern-day digital-native marketers, and it’s pretty big. In
literacy.” To go one step further, programming a General Assembly marketing assessment, for
is modern-day career currency, even example, digital-native marketers outscored
for marketers. Historically, the greatest corporate marketers by 73 percent. Bottom
advantages for marketers have been budget, line? Today, the greatest marketing advantage
tools and talent — in that order. However, is technical marketing talent —
now that both customer expectations and the martecheter.
marketing innovation are rapidly growing, the
model is flipped on its head. Not only do individuals need to be more
skilled, but the traditional team structures also
Leading marketing programs are investing need an upgrade. Award-winning marketing
to level up their talent, which is key to structures are already merging design, data,
maintaining the best customer experiences engineering, product and marketing teams
and marketing technologies. Single-skilled into a variety of new structures, in addition to
marketers can’t analyze oceans of data customer experience and sales teams. It’s this
created by the widening range of customer operational nimbleness combined with cross-
touchpoints while also developing captivating disciplinary marketers that can support a
creative, nor can they afford the constant growing ecosystem of purpose-built marketing
developer resources needed to implement tools to match the uniqueness of every
cutting-edge marketing tech stacks. In short, business model and customer base.
Today, the greatest marketing
advantage is technical marketing
IBM Watson Marketing / © 2018 IBM Corporation
2019 Marketing Trends
talent — the martecheter. 4
Trend 2
–
Director of marketing data
becomes the hottest new role
Look for smart organizations in 2019 to create Data integration and marketing data architects
a dedicated marketing role, such as director will emerge as new and vital roles in marketing
of marketing data, to establish and drive the organizations as artificial intelligence and
human and machine or system connections machine learning-based marketing tools
across their company. In addition to working analyze data and customer behavior, make
with technology vendors and internal teams recommendations and predictions, and get
on data integration, this new role will create smarter based on the data and information fed
processes, rules and procedures to ensure into them.
that critical data is collected and integrated
into a customer data platform (CDP). In combination with these new roles,
marketers will demand solutions that are
Since the beginning of direct and database open and easy to integrate through APIs and
marketing, data has been foundational for pre-built connectors and that are increasingly
successful marketers, enabling advanced delivered as microservices — functionality
customer segmentation, deep personalization that is decoupled and easy for marketing
and relevant messaging to customers and organizations to plug and play homegrown
prospects. The growth of AI-based marketing and competing solutions. Those companies
tools, however, has taken data management where marketing struggles to partner with
and data integration to a level of mission- IT, customer support and e-commerce and
critical stature for marketing organizations. to integrate relevant data across channels,
In fact, 61 percent of company executives functions and systems will essentially be
surveyed by MemSQL indicated that machine limiting their AI marketing systems from
learning and AI are their companies’ most making accurate or reliable decisions and
significant data initiative for 2019. recommendations.
IBM Watson Marketing / © 2018 IBM Corporation
2019 Marketing Trends 5
Trend 3
–
AI and machine learning make
hyper-personalization a reality
The promise of one-to-one marketing has nature of how marketers make decisions and by learning through each interaction and
been around for two decades, and brands deploy campaigns. While humans still are in delivering the right content in the context of
still send consumers an overwhelming the driver’s seat with respect to strategy and the customer’s previous interactions with
amount of marketing messages that are creative, machines can analyze, process the brand.
irrelevant, generic or only mildly segmented and deliver personalized content at a
or personalized. In some respects, the massive scale. What might this look like? A marketer will
proliferation of data and compartmentalized receive an SMS alert from a marketing
marketing stacks has made the goal of deep A common inhibitor to deeper personalization automation tool notifying him or her that a
personalization both easier to visualize and for most marketers is creating multiple sizable number of customers is predicted
more difficult to implement. versions of content and then determining to not renew their memberships in the next
the right combinations at the right time for 90 days. The marketer will then produce
The challenge in many cases are the thousands or millions of customers. Growing multichannel content and campaigns that will
marketers themselves and the limits of numbers of AI-based systems, however, be personalized by AI-powered tools with
human capabilities, time and resources. can process marketers’ specific rules and specific offers and content that are optimized
While 94 percent of companies agree that directions. These systems can then create in real time across each channel the customer
personalization is critical to their current and deliver individualized content on the fly to engages in.
and future success, almost half say that IT each recipient.
roadblocks (47 percent) and legacy technology Finally, look for 2019 to be the year
(46 percent) are major barriers to their This hyper-personalization is increasingly when testing from after-the-fact A/B and
personalization efforts. being based on the predicted behavior of multivariate transforms to more predictive-
the individual rather than conforming to a based and combined models with rules that
Enter AI and machine learning-based statically defined segment. AI-based systems optimize content and offers in real time.
marketing tools that are changing the make personalization easier for marketers
IBM Watson Marketing / © 2018 IBM Corporation
2019 Marketing Trends 6Trend 4 A new advertising landscape
–
The marketing services of major consultancies are
increasingly making their way into the agency world
Digital marketing agencies
transform into consulgencies
Is the traditional digital marketing agency feeling some heat from these large consulting- WPP
dead? Not likely in the near term, but there is based agencies, the trend is also starting to
a train roaring down the tracks driven by the reshape the landscape for smaller and mid- Omnicom
overwhelming amount of technology, data, sized agencies. Brands increasingly look to
artificial intelligence and systems integration their marketing agencies to source and build
needs that is transforming traditional agencies new solutions, optimize utilization of existing
Publicis Groupe
into consulgencies. marketing technologies and help integrate Dentsu
data and disparate technology systems.
For the first time, four consultancies
cracked Ad Age’s 2017 ranking of the 10 Some agencies may find success through
Interpublic
largest agency companies in the world. a niche approach — doubling down on
With combined revenue of $13.2 billion, being deep experts on a channel like email
the marketing services units of Accenture, marketing or TV spots — but most will instead
PwC, IBM and Deloitte sit just below WPP, increasingly build out deep expertise and
Omnicom, Publicis Groupe, Interpublic and capabilities in artificial intelligence, data IBM
Dentsu. What is common across many of these integration, customer experience analytics,
newer digital agencies is a consulting and mobile apps, custom solution development Deloitte
solutions mindset often combined with deep and more. And beyond being equally PwC
focus on technology-based services. adept in creative, strategy and technology,
these consulgencies will be measured and
Accenture
While the traditional, large Madison Avenue compensated based on results, not just time
agencies and holding companies are clearly and projects.
IBM Watson Marketing / © 2018 IBM Corporation
2019 Marketing Trends 7Trend 5
–
GDPR helps marketers As GDPR ages past its first year, with potential
fines up to $9.3 billion hitting the likes
privacy, security, data management or as a
catalyst for new business models, rather than
email mean and median open rates for several
years after preparing for the strict Canadian
tighten up data hygiene of Google, Facebook and Instagram thus simply a compliance issue or impediment. anti-spam rules (CASL) regulations that
far, the rights of consumers and operating were announced in 2014 and which went
and build more dynamics of businesses have shifted, adding With the potential for more states to follow into effect in 2017. Canada had significantly
customer trust complexity to an already challenging business
environment. Furthermore, the introduction
and US federal legislation potentially covering
the entire country, marketers will need
outperformed all other geographic regions
with a mean of 38.5 percent and top quartile
of new data privacy regulations in California to leverage this opportunity to establish median unique open rate of 59.8 percent.
becoming law in 2020 and other states trust with their target audience, build their
looking to adopt similar regulation, marketers brand with authenticity and develop deeper The end game will be to transcend a
will need to reassess their marketing customer loyalty. Moreover, GDPR and other business’s day-to-day transactions and
strategies and tactics. privacy regulations force marketers to focus transform the relationship between
their attention on improving data hygiene customer and business with an exchange
The key question is: How will this new processes, leading to better targeting and of secured and trusted data that allows
regulation — which essentially gives higher quality interactions. for deeper personalization of content
consumers greater transparency and control from marketers to buyers and vice versa.
over their data — change the way companies To support this point, take a look at IBM’s Companies ignoring this new consumer world
market? Contrary to many marketers’ recent Marketing Benchmark Report, and the many benefits that follow will be left
expectations, the effect can help rather than highlighting marketers in countries with behind with cost penalties that will hurt their
hinder. A recent study from IBM reveals that stricter privacy legislation outperforming bottom lines as well as the opportunity to take
nearly 60 percent of organizations surveyed countries with less regulation. For example, customer-centric approaches to marketing to
see GDPR as an opportunity to improve marketers in Canada have posted the highest the next level.
IBM Watson Marketing / © 2018 IBM Corporation
2019 Marketing Trends 8Trend 6
–
Agile marketing adoption accelerates, Benefits of agile
driving marketing outcomes and culture marketing
As digital transformations accelerate and marketing to allow them to quickly pivot Organizations driven by culture change and
1. Greater ability to shift
demand for exceptional customer experiences marketing priorities, deliver higher quality agile mindsets have a first-mover advantage, gears and manage
grows, marketers and CX professionals are work and increase productivity to accelerate especially where AI-powered marketing changing priorities
faced with the new realities of thinking, delivery to market. Other studies illustrate the technology is enabling the right sets of tools to
working and collaboration to support their same trends in which marketers are looking align and measure the proper objectives and 2. Tighter business
businesses. More and more marketing teams to implement agile marketing within their metrics. Moreover, with the right mix of agile alignment and objectives
are adopting agile frameworks as part of team in the next 12 months and even blend marketing approaches and the proper Martech
their transformations. They must prioritize hybrid approaches to their business dynamics platforms, marketers have the power to push 3. Increased delivery speed
their work by understanding which problems and environment. Take a look at IBM’s own and pull the right levers to determine failure or
and time to market
they’re looking to solve and why, while they marketing transformation. success and how they need to adjust course to
define which outcomes need to be achieved propel their business with a common purpose. 4. Improved team morale
and measured within a given sprint. In the end, it’s all about the benefits, and As they say, iterate and iterate — practice
these are some core reasons why agile makes perfect to do your best work fast.
and team productivity
Scott Brinker writes in his book Hacking marketing adoption will continue to accelerate
5. Higher output in the
Marketing, “Agile marketing, at its heart, into 2019 and beyond:
is about giving individual marketers and quality of work
small marketing teams greater ownership 1. Greater ability to shift gears and manage
of their work and significant latitude in how changing priorities
they achieve their goal. It operates on trust 2. Tighter business alignment and objectives
and transparency, more than command and 3. Increased delivery speed and time to
control.” This aligned with AgileSherpas’ market
first annual state of agile marketing report, 4. Improved team morale and team
claiming that approximately 36.7 percent productivity
of marketing teams are practicing agile 5. Higher output in the quality of work
IBM Watson Marketing / © 2018 IBM Corporation
2019 Marketing Trends 9Trend 7
–
MarTech + AdTech finally together
= the Holy Grail of Marketing
The convergence of MarTech and AdTech has across campaigns. With more data and signal
been discussed for many years, yet many points, AI enables brands to delight customers
brands still fail to achieve it. Technology with personalized offers across channels
stacks are often too deep — enterprise brands where and when it matters most to them.
use on average more than 90 marketing
tools — and too costly to integrate or migrate. Having a fully connected and open MarTech
Data connectivity and the ability to power it and AdTech ecosystem will be the newest
with AI to gain a real-time understanding of must have technology capability of 2019.
customers and ad spend optimization will This agile ecosystem enables markets
be the driving forces in the need to converge to continuously examine the impact of
MarTech and AdTech. their media spend and rate of return
achieved. By 2020, advertisers in the US
AI-powered ad bidding, with industry enriched will programmatically execute nearly $69
data, will be essential in reducing cost per billion on US digital display ads, representing
acquisition across industries. The AI-infused more than 86 percent of all digital display
bid optimization promises to improve yield in ads served. By integrating MarTech and
the ad bidding process by not only ingesting AdTech technologies today, marketers will be
vast amounts of data, but also rewriting its better prepared to lean into the benefits of
model with every bid — continuously learning programmatic ad spend to come.
and assigning values in real time, evolving
IBM Watson Marketing / © 2018 IBM Corporation
2019 Marketing Trends 10Trend 8
–
Customer centricity will drive
constant transformation
50%
Customer expectations are at an all-time high. business models and generate 50 percent of To develop a powerful customer
Driven by the changing dynamics and buying their revenue through contextual discovery experience, marketing transformation
behaviors with customers and markets alike, experiences. As this trend becomes a must include AI-powered marketing
marketing professionals are going through a realization, marketing teams must rethink their platforms to:
transformation in how they connect, interact overall customer experience approach, with
and personalize with their audiences. No an integrated and cohesive strategic vision 1. Digest their own customer
longer are marketing professionals just plan to empower their brands rather than two data silos with other data
focused on the traditional funnel, which distinct customer and marketing strategies as sets, carefully pull the proper
is designed to attract new customers and independent playbooks. insights and apply them to
markets with a single transaction. Marketing their decisions
organizations are now discovering a longer Marketing and CX transformations are risky 2. Understand and deep-dive into By 2022, companies focused on customer
and deeper customer cycle that centers and involve a considerable amount of time their customer base to learn experiences are predicted to generate
50 percent of their revenue through
around the customer experience (CX) and and patience to fully utilize their potential, which historical and real-time
contextual discovery
lifetime value by strengthening and retaining but the rewards are indisputable. The IDC behaviors are relevant
existing relationships. FutureScape study also predicts that by 3. Test, pilot and iterate across
2019, the number of tech-centric CMOs with various marketing platforms,
A recent IDC FutureScape study predicts a formal role in company-wide customer content and programs to
that by 2022, 35 percent of CX-focused experience leadership will have doubled to differentiate their brand in the
organizations will adopt commerce everywhere 12 percent. market with purpose
IBM Watson Marketing / © 2018 IBM Corporation
2019 Marketing Trends 11Trend 9
–
In the emotion economy, purpose creates loyalty
— what have you done for others lately?
Today’s marketers are shifting from the that are authentic, meaning the brand fiascos? How much of Tesla’s brand loyalty
attention economy to the emotion economy. promises a strong point of view and delivers is influenced by its mission to reduce carbon
It isn’t simply enough to catch the eyes of on it. The latest quintessential case is Nike’s footprints? And, of course, how has online
customers; it’s also important to deliver partnership with NFL quarterback Colin behavior changed in the last 12 months
happiness and win their hearts. Buying is Kaepernick, the star who knelt during the during the ongoing Facebook privacy and
often an emotional decision, and customer National Anthem in protest of police brutality. transparency investigation? Social impact isn’t
experiences have to trigger the right emotions The action spurred thousands of people to just a fluffy armchair talking point anymore;
to get them to buy – and keep buying. When film themselves burning Nike apparel. At the it’s a strong purchase consideration value
customers are engaged emotionally, they are same time, by featuring Kaepernick in its ad proposition for consumers. To differentiate in
much more compelled to take the actions that campaign, Nike appealed to the social justice 2019 is to deliver a strong social point of view.
drive business. If a brand wants to sustain that mindset of a new generation of consumers —
growth, it must pull these emotional triggers and ultimately generated around $43 million. Even before the latest round of new
again and again. While purging its older demographic, Nike has privacy protection legislation, the younger
now ignited brand loyalty from consumers demographic was already the most
One of the most telling markers of the under the age of 25. competitive and expensive market segment.
emotion economy is the purpose-driven Now, it’s clear the way to prepare for long-term
brand. More than ever, consumers care This isn’t a situation unique to Nike. The new success is to build a purpose-driven brand and
about a holistic relationship with brands and consumers are conscious of a brand’s social develop a world class marketing program.
businesses, especially younger consumers. impact and policies. How many people were
They’re more likely to engage with brands willing to delete Uber during the peak of its
IBM Watson Marketing / © 2018 IBM Corporation
2019 Marketing Trends 12Set the trends
–
Explore how Watson Marketing can help
you take advantage of new opportunities
Break through the data See IBM solutions
Create customer loyalty by personalizing your From campaign automation to real-time
marketing campaigns with the power of AI. insights, IBM tools make it easier than ever
to scale your business.
Watch the video Learn how
IBM Watson Marketing / © 2018 IBM Corporation
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