The Richards Group is pleased to present Ten Digital Trends for 2019.
As we look toward 2019 and beyond, it is clear that digital is in a period of transition. Google Search is now in its third decade. Facebook brand pages, the news feed, the App Store, streaming on Netflix, Amazon Prime, and AWS have all been around for more than ten years. There is still plenty of room for mastery of these tactics, and debates still to be resolved over accountability, trust, and technology’s responsibility to society at large, but the shockwaves of their disruption are slowing.
Following decades of rapid growth and disruption, the dominant forces shaping the digital landscape have shifted, and we will be entering a period with fewer groundbreaking changes but far greater transformation. Innovations born from this frontier are being transferred into the core patterns of consumer behavior, of how businesses operate, products and services are constructed, and into the practices of brand building.
The next era of digital will be most shaped by the adoption of and advancements in artificial intelligence (machine learning) and all its related repercussions. Capabilities will shift, processes will be reoriented, training and skill sets that are valued will evolve. Biases and ethics will still need to be better understood. As we prepare for this landscape in 2019 and beyond, it warrants a deeper exploration of the different facets of how this will affect the marketing world. Explore how we are finding new superpowers through the right balance of human and artificial intelligence, a machine learning primer and initial experiments that can accelerate your brand’s adoption of AI, how it is fueling personalization in ever-richer formats, and how 5G will launch an explosion of new machine learning needs.
As this fundamental shift plays out, we’ll see major shifts in culture and in the broader conversation about the digital landscape. The impact will not be limited to the technology – we need to be equally as focused on how this affects culture and all forms of communications. In this year’s trend report, learn more about how marketers are beginning to look beyond the digital landscape to gain greater influence online, how communities are influenced by new types of leaders, and why brands need to rethink how time with their brand can be time well spent.
As always, the thinking in this year’s report is fueled by a wide range of digital experts – digital strategists, technologists, brand planners, media planners, decision scientists, and brand management principals. We hope these trends will be insightful and instructive as you plan your brand-building strategies for 2019 and beyond. Let’s go have fun.