As a digital leader, I know you want to stay abreast of trends, but you also have to make practical decisions this year. In that spirit, I'll offer RSG's annual thinking on what's coming.
To be sure, we're not always right — but we're consistently practical, sometimes provocative, and perpetually candid. Here are our 2019 Digital Technology Predictions:
#1: Web Content Management (WCM) Scope Gets Simpler
WCM used to be a complex piece of your MarTech Stack – but going forward WCM will become less of a rules engine and more of an order taker.
#2: CRM Loses the Datastore
Customer data is moving lower in your MarTech stack - from CRM and MAPs to more specialized single-source repositories like potentially a Customer Data Platform (CDP).
#3: Enterprises Begin to Seriously Confront the DX vs MarTech Gap
Old challenge but 2019 will see formal attempts to merge digital campaigns and customer experience programs. Hard problem!
#4: DAM Bubble?
New market entrants are creating a DAM vendor bubble with so many new vendors fighting for the same customers… When and how will it pop? We'll let you know...
#5: Legacy DAM Exposed
A push from below exposes legacy DAM offerings as old and cranky — other vendors are starting to challenge around scale and complexity — especially for traditional DAM use cases.
#6: CDP Profusion Leads to Confusion
Lots of old and new vendors joining the Customer Data Platform marketplace. Some are real CDPs; some aren’t. It’s confusing but not insurmountable. We can help you here...
#7: Office 365 Teams Becomes the New Outlook
Microsoft Teams becomes the new Outlook. The “always on” reference location for all your knowledge workers: not great in terms of UX, but with O365 you have to go wherever Redmond takes you…
#8: B2B vs B2C (Still)
Marketing tools still specialize for B2C vs B2B, especially for campaigns and other outbound use cases. Always pick a tool that is fundamentally built to meet your use cases.
#9: Marketing Operations Goes Mainstream (Again)
Marketing Operations grew up in a time of advertising and direct mail, but it’s getting re-invigorated in the omnichannel era, as digital marketers and engagement managers want common hubs to collaborate.
#10: Cloud Wars Intensify
Vendor marketing and engagement cloud wars will intensify as the big players build out multiple clouds….and they’re not playing nice… It remains up to you to put the pieces together.