C-Level Leaders Offer Predictions For 2019

North America CEO, Matt Sweeney talks about how CMOs will make strides toward outcome-driven media in 2019

Source: Forbes | December 8, 2018

As we approach 2019, I reached out to experts to identify what is on the minds of marketers. In last week’s article, I listed general marketing predictions that can impact most firms. This week, I focus on more specific, actionable predictions.

CMOs Will Stop “Going with Their Gut” And Truly Harness Data to Make Informed Decisions.  Matt Sweeney, President of Xaxis North America

86% of US brand marketers plan to invest in outcome-driven media over the next 2 years. In 2019, CMOs will make strides toward outcome-driven media, allowing them to tie their media metrics more directly to their business goals. They will move from single-metric CTR optimization tactics towards sophisticated, multi-metric strategies powered by AI. By truly harnessing their data, CMOs will no longer need to go with their gut instincts when making media investment decisions. They will be more agile with their budgets and media strategies, using data to deliver better returns and deliver the best consumer experiences.”

 5G Will Lead to Unforeseen Advances for Marketers.  Abhay Singhal, CRO and Co-founder, InMobi

“For both adtech and martech specifically, and really for the world at large, 5G has the potential to be immensely disruptive. Autonomous vehicles and drones could be the tip of the iceberg as far as potential applications are concerned. Its effects on society could defy imagination! Think for a moment, about all of the changes that came about as a result of 4G and LTE. Without it, there’s no Uber, no WeChat and no Facebook – at least, not in the way we consume them now. Truthfully, the entire app economy may not have taken off if we were all still relying on 3G. I believe a similar shift will occur with a wider 5G rollout. Everyone – including advertisers and marketers – should prepare now for our upcoming digital out-of-home lives.”

GDPR Goes Exponential

Mike Marcellin, CMO, Juniper Networks

“It was hard enough for all of us to sift through GDPR and implement programs and double opt-ins this past year. Well think GDPR^10 when other countries around the world, including the US, implement their own versions of data privacy regulations. I know some of us have moved to in-house creative and PR agencies…how about an in-house legal team?”

Read the rest of the predictions on Forbes