Trends that could go out of trend in 2019: Rahul Vengalil, What Clicks

Rahul Vengalil, Founder of What Clicks tells us about the trends that would slowly lose its sheen among smart marketers as well as few things which he hopes would change soon

e4m by Rahul Vengalil
Updated: Jan 3, 2019 8:21 AM

When exchange4media reached out to me to predict trends that would go out of digital marketing in 2019, I honestly thought it would be a cake walk. However, the more I thought through the requirement, it turned out to be an uphill task. While I do have strong reservations about what needs to change in the way digital marketing is done, I would be a fool to predict what will truly go out. After all, many have called for the end of email marketing for a really long time, and yet it still thrives in today’s day and age

What I am listing down is a combination of what I think would slowly lose its sheen among smart marketers as well as few things which I hope would change soon.

Business Cannibalisation

e-Commerce Marketplace has given a much-needed fillip to a lot of brick & mortar store to reach more consumers. Invariably a lot of these brands end up creating their own eCommerce websites/apps as well, without getting deeper into the long-term strategy. This leads to a cannibalised e-commence approach instead of an omnichannel sales strategy. The call of “Give the SKUs which aren’t selling offline or on our website to the marketplace” would vane out soon. The media efficiency can improve drastically when thought through holistically.

Vanity Metrics

I have been vocal about the prevalence of vanity metrics for some time now. My interaction with various stakeholders has led me to believe that reporting & analytics would be a key peg for digital marketing in the coming days, going beyond Likes, Comments, Shares, Reads, Views, etc. Brands would end up creating meaningful attribution model to their investments.

App Economy

It is true that mobile phones are at the centre of the digital revolution in India. A deeper look though tells us the story of the feature phones & android go phones and not the high-end Apples & Samsungs. Real Estate on a consumer’s mobile phone is very pricey & expecting them to download an app from every brand is downright Quixotic. Businesses, soon realising this would relook at their mobile strategy, and this would impact the overall app economy, which tends to thrive on COST PER DOWNLOADS, COST PER SESSIONS and so on.

English & Hindi Elitism

The other day I was listening to a keynote on how digital penetration is growing and regional language is at the centre of this growth. For brands to truly influence the consumers, it is important that they start thinking with regional mindset & and not think in English or Hindi & dub or adapt it into local languages.


The individual fiefdom enjoyed by different departments will end, to create a cohesive single-minded high performing team. The data will start flowing freely between the social media team, IT team, sales team, performance marketing team, owned media team, and so on. In other words, it would be the time of DATA DEMOCRATISATION.

Digital Vs Traditional debate

There would no longer be a clash on how much money and ideas need to be created for traditional mediums & digital mediums. Brands have slowly started thinking of medium agnostic campaigns, partnering with medium agnostic agencies to influence consumers with the single message that is manifested differently across platforms.

(The author is the Founder and Chief Executive Officer of the digital marketing audit firm, What Clicks)

Disclaimer: The views expressed here are solely those of the author and do not in any way represent the views of


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