Where to pay attention to in digital business and marketing in 2019?


At the turn of the year, there is always a habit to predict what the next year will bring in digital business and marketing, and what topics will become the hottest in 2019. Also at Relevant, we had a look at our own crystal ball and listed, in our opinion, at least the following themes will create discussion in the coming year.


Hasn’t data been the talk of the town for a seemingly endless time already? Yes it has, but the time of action is just about to start. In the hype cycle we are at the point where the jargons have been spoken out and now the sleeves are rolled up. The Agenda will hold the technology to acquire and deploy, but the most important thing is to invest in know-how, create a data-oriented business culture and to have trusted partners. And the last ones indeed are the most important themes. Technology can be easily purchased, but its users, those who create money from data, are more difficult to obtain.

Quality of data

Advertisers’ attention to the quality of the data and the transparency of providers will become ever more important in the coming year. Advertisers bear more responsibility for the external data not being whitewashed, but also for the supply chain to be able to endure critical inspection. That last sentence combines both legal and ethical considerations. Also, leaking your own data to other parties to exploit without permission or unconsciously causes concern, and most likely, website cleaning plans will continue in the coming year.


Advertisers’ requirements for the used data will increase further. Only a few advertisers have enough data of their own, so more data partnerships will be needed. Valuable partners can be found in trusted data marketplaces, and advertisers will also increasingly join forces if there is a so-called win-win situation at sight.


A large part of digital processes of businesses, especially data operations and advertising, has been outsourced. In the beginning digital advertising was an exciting and trendy chore, but the in-depth learning of it did not get much interest. As we all know, the situation has changed since long ago. Investments and also the results have grown so much that now advertisers have started to take control of their own digital marketing. The ownership of data, advertising and technologies will be transferred to advertisers next year.

Companies that are at the forefront of innovation use advanced technology and are able to adapt to changing needs. Keeping up with development can not be achieved alone, and neither everything is worth doing yourself, so there is enough demand for competent partners despite the in-housing trend.

Programmatic buying

In 2019, in programmatic buying, the significance of video and mobile will continue to grow. Brands are investing more in programmatic, but they expect better control, transparency and results. As budgets grow, it is urgent to pay attention to the visibility and transparency. Brands minimise risks by using private marketplaces. Programmatically bought Guaranteed impressions are predicted to grow in all ad formats and channels. What about programmatic audio and outdoor advertising? Experiments continue, but ia is not yet time for a business-as-usual mode.


With development, technology is no longer complicated to make use of – though many believe so. Automation and artificial intelligence are already being used smoothly in larger online shops. In the coming year, more and more ecommerces will want to join this trend at least with small steps: customer experience is becoming an increasingly important factor. Personalized shopping experience and targeting plays a key role. The domestic online stores are increasingly facing international competition. The tightening competition forces us to move forward and develop in the coming year.

Measurement of advertising and dashboards

The number of clicks should not be overlooked, but they only superficially reveal the functionality and attractiveness of advertising. In 2019, many advertisers will wake up to creating the most relevant metrics for digital marketing measures. For many want to be able to study all the factors. The fragmentation of media budgets into various channels also poses challenges for monitoring and reporting, besides the attribution models, the construction of various dashboards will end up on several to-do lists in the coming year.

Responsibility and privacy

Producing meaningful experiences for end users is finally emerging as one of the key focus points in the industry. Adherence to regulation and respect for consumer protection has become necessary, not only through more stringent legislation, but also because of customer loyalty and brand reputation.

And if somebody thought about forgetting the GDPR, it would not be a good idea forget it completely. This will still require more work. Local legislation has just been updated and its practical application will start in 2019. We still expect regulatory guidance from the authorities, and when it comes to clarifying digital marketing, new chores may appear on the project desk. The new ePrivacy setting that is developing is still stuck in the wheels of bureaucracy, so the impact of it could probably be left for the predictions of the year 2020. Regarding privacy, cookie standards continue finding their form, and this will cumulate jobs for service providers.

We therefore think that much of this year’s themes will continue to be the relevant topics for the coming year. But, in summary, one can say that in 2019 sales will be boosted by using data!

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