I really think as of 2019 Data & Analytics will be extremely high on the marketing agenda. Terms like growth hide the mask of using data, yet the trend is visible.
Investing more in media, status quo for consultancy & marketing related assignments, calls for a more calculated and/or creative approach. Both actually.
Above all, the short term growth has stagnated and online marketing has become a commodity. Investing in the long term approach based on (more) complex calculated guesses with creative sparkles has the biggest added value for 2019. Less integrated probably, rather refined & specialized in a few disciplines and fewer marketing channels to be cost effective, rather than efficient.