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  This article refers to the experience and research conducted by us through the Internet. However it is appropriate to make a reference to base sites consulted for this paper as www.talkwalker.com and www.senpaiacademy.com. Based on that we will mention a set of trends that will be impacted in the year 2019 where the main promoter is the client. It is advisable to remember that the year 2019 will be the year in which the generation Z exceeded in quantity to the "Millennials" in the labor market and that brings different behaviors. The generation Z corresponds to those born near the turn of the century, and would be between 1996 and 2005. Below are different characteristics of consumption and behaviors of this generation.

• The market and the conditions of consumption are defined in most cases by the younger ones and this also happens in the field of the creativity, therefore you must know its characteristics.
• It is considered a more conservative generation than the millennial-they understand the choice of Trump in the USA and the Brexit in the United Kingdom.
• They are extremely jealous of their privacy, 70 percent would not share with anyone their personal information.
• The digital technology defines them, they do not conceive themselves in an analogous world and do not see it as something new.
• Their consumption habits of audiovisual products are different. They do not have schedules or date to watch television, but consume more than previous generations.
• They are multiscreen: they use at the same time a smartphone, tablet, PC, games consoles, cinematographic screens and televisions.
• They prefer and give more credibility to a Youtube influencer.
• They review their social networks 100 times a day, give greater importance to their life and social interaction and to how other people see them.

The customer's voice is and will become stronger and force the brands to establish a bidirectional dialogue to achieve a better positioning. The purchasing behavior evolves constantly becoming more demanding, informed and connected. Here are 6 trends that we clearly identify: 1-I want it easy and I want it now! When you have something in mind, the search is made more and more instantaneous, simple and dynamic, impacting the way we buy. The technology available in the field of voice search has advanced quickly, there being various personal assistants like Alexa, Siri and Google Now. The artificial intelligence used is being used more and more, having now a new type of conversational search. The latest technology announcements and the evolution of bots make organizations need to start using this technology. Another new trend is the visual search where it will be easier and more usual to see an article of our interest both offline and online, take a photo or save an image and then find it somewhere to find the article. Organizations that understand and integrate this new buying behavior will have a real advantage. In turn, it will consolidate the "social commerce" (that is the purchases from the social networks) and the leader is being Instagram. "Subscription Commerce" will also appear for repetitive purchases and thus users forget to use loyalty programs as well. The Generation Z is the Instagram generation and will change the form of commerce. People do not go to social Media to look for a product, but seek to be educated, entertained or inspired by the social network. Stories have redefined the way brands communicate in Instagram, and creatives are now learning to use this format to address each stage of the customer's journey, from awareness to direct purchase. 2-confidence people will be increasingly concerned about their personal data and their digital security. The adoption of ad blockers, message encryption, and the use of VPNs will continue to be promoted. We will become more and more aware that we have a fingerprint. In a world where trust is everything, looking for the greatest possible transparency will be key for companies. Users will decide which companies will put their trust in depending on how aligned they are with their own values. This implies that for the 2019, the generation of content for companies or brands will be increasingly in the hands of users, generating brand positioning through the authenticity factor. One of the most successful cases is GoPro, with a lot of videos published daily by its own users. Likewise, 2019 is expected to be the year in which companies become more aware of the importance of safe data and the dangers of untrustworthy/dirty data. We will also see how companies will handle the field of data transparency and measure the impact of personal data protection standards. 3-More personalization customers want to be treated as unique and become increasingly "immune" to mass communication. Because of this, open and repetitive messages that lack customization will be penalized by media platforms. Companies will face obstacles to reach their potential audience without being intrusive and will begin the fall of this type of marketing. Today it is difficult to compete in the saturation of information faced by a user every day. Capturing your attention and retaining it will be a real challenge. One of the most important trends will be the development of behavioral prediction models. Through the analysis of data collected from the different points of contact-purchasing behavior, Content type displayed, psychographic variables and monitoring of direct and indirect communication channels, among others. Companies will be able to anticipate unmet needs and automatically send a differentiated and relevant message to each user. From here it follows the value that will be for the company this special knowledge of each client. Business intelligence departments will grow, as well as the tools to process this large volume of information through artificial intelligence. A good example is the Unilever association with Google to analyze more than 11 billion of global yearly searches related to styling and hair care. From the analysis, Unilever created specific content for a new YouTube channel called All things Hair. Recently, he also added a voice-style search wizard with Alexa. 4-Omnicanalidad in 2019, Omnicanalidad is perceived almost as a necessity and increasingly required by the user. The customer asks that their shopping experience is integral and impeccable. This means that, regardless of the purchasing channel used, the customer experience is of excellent quality. The client expects to be able to switch from one channel to another without perceiving too much difference: for example to start an online purchase and to withdraw it offline in a local or to see an article in a window and to find it easily in the online store, to have a system of attention to Fully integrated client. For example, Uruguay at the global level has one of the highest rates of internet per capita, surpassing 88% according to the profile of the Uruguayan user of Grupo Radar. If we add to this the high levels of penetration of the Smartphone (86%) implies that the omnicanal behavior will be only more frequent. 5-e-Commerce platforms users are more and more attracted to this type of platform. A place where you can find pretty much everything you imagine and find better conditions for shopping. According to Fortune, it is expected in the following year a significant increase of Amazon's market share in online advertising sales, which today for the United States only covers 4.2% of the market, compared to 58% that group Facebook and Google. Here you also begin to see a change in the advertising trade. As we were seeing also the limits between online and offline are blurred more and more, waiting for new launches Amazon physical stores with payment systems 100% integrated into the mobile app. The digital transformation of the organization is already an imminent aspect to achieve success in this new globalized, connected and highly competitive market. The leaders of the organizations will have to develop in an intensive way their digital mindset. They must recognize the importance of their brands evolving to new customer-centric business models and promoting the development of spaces that will enable them to execute this type of innovative projects to adapt to this new digitalized society. 6 – Influencers have grown a lot in recent years and the market has reached such an extent that the influencers have become business in their own right. More and more influential people will try to find new ways to increase their reach and monetize it. 2019 will be the year of the micro-influencer, as they could be the ones that make the greatest impact, contribution and return on investment. The whole idea of influencers ' marketing is to take advantage of people to provoke word of mouth. With this we predict a customer behavior more and more connecting with micro influencers that are the ones that generate confidence and pleasure and surely can impact on the behavior of purchases.