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BizReport : Internet : September 01, 2016


Expert: Digital trends to watch through Q4 2016

The digital space is changing quickly. One expert explains what brands need to watch for through the remainder of 2016 and moving into 2017.

by Kristina Knight

Kristina: What trends are you seeing in the digital space currently?

Palash Misra, Director, Stax: At a high level, companies are eyeing M&A to counter the low growth they are experiencing. M&A provides an opportunity for companies to generate outsized returns in a low-growth environment and accelerate their business transformation in the process. In particular, areas such as mobile, cloud, social, and analytics have all drawn increased attention.

The same trends are evident across digital marketing. I believe over 80% of investments were made in the Digital Media/Commerce and Marketing Technology segments

Kristina: The Verizon/Yahoo deal is nearly old news, but are there implications for what this merge means to the digital space?

Palash: The acquisition creates the third largest ad network and gives Verizon/Yahoo the opportunity to gain greater scale. Facebook dominates social and Google dominates search. The Verizon/Yahoo (and AOL) combination gives Verizon an opportunity to serve more content and ads via its expanded platform. However, over time, you will see other niche and alterative platforms emerge to fragment the market.

Kristina: Looking ahead to 2017, what are your expectations for digital marketing?

Palash: Whether it's 2017 or 2018, there will be a winnowing of players. CMOs won't want to stitch together a digital platform from hundreds of vendors. Market conditions and lack of funding may also drive a thinning of market players. Furthermore, more attention will be given to connecting these solutions to tangible business outcomes, linking these technologies to measurable and actionable business results and growth.






Tags: advertising, digital marketing trends, digital trends, ecommerce, Stax








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