Predictions: Will Data-Driven Marketing Dominate in 2019?

As the new year looms, PerformanceIN connected with performance marketing experts, including Xaxis' Harry Harcus, to get their single biggest prediction for the industry in 2019.
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Source: PerformanceIN | December 11, 2018

From updating the martech stack to brand safety, the big agenda for marketers in 2019 and beyond will always be about performance. We have collected predictions from the industry’s experts on the key topics for next year.

Expect to see issues such as the importance of aligning measurement with business goals, customer data platforms, trust and transparency, automated workflows and how to get ahead by understanding the new TV ecosystem.

Chris Bennett, managing director EMEA, Pixability

We are seeing a shift in attitudes from marketers, thanks to the rapidly changing digital ecosystem and the opportunities it presents. Alongside traditional media, they have a whole new array of channels, played out on a wide range of devices, which are being fully embraced by the consumers they hope to reach. Whether it be TV, social or video, the question on every CMO’s mind is, ‘What is the impact of my investment by channel?’

As the opportunities expand, so media planning and attribution become more challenging, and in 2019, brands will be looking for genuine intelligence around the proof points of what each platform can truly deliver. Marketers will become more focused on outcomes and to achieve them will need to use technology and data to break down the silos that currently exist between campaigns across the different channels.

Harry Harcus, managing director UK and pan-regional, Xaxis

In 2019, as marketers continue to focus on tying ad spend to performance, they will want to move away from proxy metrics such as click-through rates to measuring success in terms of outcomes. Supporting brand marketers with custom key performance indicators that can be linked to wider business objectives, and ultimately organisational success will be essential to achieve and sustain growth.

Read the rest of the predictions on PerformanceIN