There is a lot happening in marketing technology and disruption of a lot of thing we thought were untouchable are going to change fast. The UK Governments announcement that the like button could disappear for consumers under 18 is of course interesting PR spin from the top. Unfortunately the idea cannot be backed up with reality on a global scale or even in the UK , as far as I can see, but for an idea to get Facebook, Snapchat and Instagram focused and the public excited just before Easter not bad.
However, for the big news on disruption which has happened is real and throws a lot of light on just how tough it is to sell marketing solutions to business that can probably do it themselves with a bit of knowledge of Google and Facebook ads we have to look at the deal just announced:
'Publicis announces $4.4 billion deal to acquire data marketing company Epsilon'
The day of the Consulgency is here and every data and old school market research agency is rushing to find creative partners to provide a more valued added service and every creative ad agencies without data skills, well frankly is dead!
Over 50% of all ad spend this year in the US will be online. Predictions are the 2/3 of all spend will be digital by 2023! Here are some more predictions from IDC (C)
IDC presents the top 10 predictions and key drivers for the next five years, including:
Prediction 1: Digitized economy. By 2022, 60%+ of global GDP will be digitized, with growth in every industry driven by digitally enhanced offerings, operations, and relationships and almost $7 trillion in IT-related spending in 2019–2022.
Prediction 2: Digital-native IT. By 2023, 75% of all IT spending will be on 3rd Platform technologies, as over 90% of all enterprises build “digital native” IT environments to thrive in the digital economy.
Prediction 3: Expand to the edge. By 2022, over 40% of organizations’ cloud deployments will include edge computing and 25% of endpoint devices and systems will execute AI algorithms.
Prediction 4: AppDev revolution. By 2022, 90% of all new apps will feature microservices architectures that improve the ability to design, debug, update, and leverage third-party code; 35% of all production apps will be cloud native.
Prediction 5: New developer class. By 2024, a new class of professional developers producing code without custom scripting will expand the developer population by 30%, accelerating digital transformation (DX).
Prediction 6: Digital innovation explosion. From 2018 to 2023 — with new tools/platforms, more developers, agile methods, and lots of code reuse — 500 million new logical apps will be created, equal to the number built over the past 40 years.
Prediction 7: Growth through specialization. By 2022, 25% of public cloud computing will be based on non-x86 processors (including quantum); by 2022, organizations will spend more on vertical SaaS apps than horizontal apps.
Prediction 8: Artificial intelligence (AI) is the new user interface (UI). By 2024, AI-enabled user interfaces and process automation will replace one-third of today’s screen-based apps; by 2022, 30% of enterprises will use conversational speech tech for customer engagement.
Prediction 9: Expanding and scaling trust. By 2022, 50% of servers will encrypt data at rest and in motion, over 50% of security alerts will be handled by AI-powered automation, and 150 million people will have blockchain-based digital identities.Prediction 10: Consolidation versus multicloud. By 2022, the top 4 cloud “megaplatforms” will host 80% of IaaS/PaaS deployments, but by 2024, 90% of G1000 organizations will mitigate lock-in through multicloud/hybrid technologies and tools.