Gartner Says Marketing Strategies Are at Risk Due to Changes in Consumer Behaviors and Technology Innovation

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Gartner Reveals Six Predictions to Guide Marketing Leaders Through
Uncertain Times Ahead

STAMFORD, Conn.–(BUSINESS WIRE)–lt;a href=”https://twitter.com/hashtag/AI?src=hash” target=”_blank”gt;#AIlt;/agt;–Shifting consumer behaviors, mounting regulatory pressures,
organizational shifts and disruptive automation combine to pose a real
and destabilizing threat to many marketing leaders and their strategies
for the years ahead, according to Gartner Inc.

In the report titled, “Predicts
2019: Marketing Seeks a New Equilibrium,”
Gartner analysts predict
six critical changes that will help guide marketing leaders while
navigating this new terrain.

“These are exciting, but uncertain times for CMOs (chief marketing
officers) and marketing leaders. From the promise of data and analytics,
to the lure of customer experience (CX) and everything in between,
marketers have vast opportunities to set themselves apart from the
competition, but equal challenges to overcome in order to do so,” said Charles
Golvin
, senior director and analyst at Gartner. “Finding the right
balance to successfully leverage marketing technology and emerging
trends will be critical to marketing’s success over the course of the
next couple of years.”

Gartner analysts said these predictions will help marketers better
understand and prepare for the uncertain times ahead:

  • By 2022, profitability will replace customer experience as the CMO’s
    No. 1 strategic priority, reducing investment in marketing-funded CX
    programs by at least 25 percent.
  • Brands that put in place user-level control of marketing data will
    reduce customer churn by 40 percent and increase lifetime value by 25
    percent in 2023.
  • By 2022, content creators will produce more than 30 percent of their
    digital content with the aid of AI content-generation techniques,
    increasing productivity and advertising effectiveness but also
    disrupting the creative process.
  • By 2023, 60 percent of CMOs will slash the size of their marketing
    analytics departments by 50 percent because of a failure to realize
    promised improvements.
  • By 2023, autonomous marketing systems will issue 55 percent of
    multichannel marketing messages based on marketer criteria and
    real-time consumer behavior, resulting in a 25 percent increase in
    response rates.
  • By 2023, consumers will watch 20 percent fewer minutes of video
    advertising per day than they do today. Brands will adapt by embracing
    short-form video ads.

These predictions grow out of four
key forces
that are buffeting marketers today:

  • Behavioral Changes: As voice interfaces continue to improve,
    consumers are beginning to embrace the convenience. However, concerns
    about how marketers use this information and where it is all stored
    continue to mount. Gartner research reveals that 44 percent of
    consumers would be more willing to use a virtual personal assistant
    app if they knew that all their personal data would only remain on the
    device.
  • Regulatory Pressures: In the wake of consumer advocates
    shedding light on customer data-powered overreach and missteps,
    regulatory changes on the use of customer data now threaten to hinder
    many common marketing practices. The European Union’s General Data
    Protection Regulation (GDPR) was the first of many more regulations to
    come.
  • Organizational Shifts: Marketing leaders are attempting to
    satiate their appetite for data by hiring new talent that can extract
    insights from the vast amount of data they have acquired. Meanwhile,
    while marketing analytics teams continue to inflate, so have
    investments in CX. Executive scrutiny and expectations in these
    investment areas is rapidly intensifying.
  • Disruptive Automation: Now a core functional element of nearly
    every category of marketing technology, machine intelligence carries
    the promise of increased efficiency. As automation makes its way into
    new areas, these changes will have a disruptive impact on what
    marketers do and how they do it.

Additional details on Gartner’s marketing predictions for 2019 will be
presented in the upcoming webinar Panel
Discussion: 2019 Marketing Predictions
on January 21, 2019 — and
exclusively to Gartner for Marketers clients in the report “Predicts
2019: Marketing Seeks a New Equilibrium.”

About the Gartner Marketing Symposium/Xpo

Gartner Marketing Symposium/Xpo provides marketing leaders actionable
advice about the trends, tools and emerging technologies they need to
deliver business results. Gartner
for Marketers
analysts address the biggest opportunities, challenges
and priorities marketers face today, including data and analytics,
customer experience, content marketing, customer insight, marketing
technology (martech) and multichannel marketing. Additional information
is available at www.gartner.com/en/conferences/na/marketing-symposium-us.
Follow news and updates for the event on Twitter at #GartnerMKTG.

About Gartner for Marketers

Gartner for Marketers provides the objective, expert advice and proven
tools CMOs and other marketing leaders need to seize the right
opportunities with clarity and confidence, and stay ahead of the trends
that matter. With in-depth research and analysis, Gartner for Marketers
helps you focus on the opportunities with the greatest potential to
deliver results. More information on Gartner for Marketers is available
online at www.Gartner.com/marketing/.

About Gartner

Gartner, Inc. (NYSE: IT), is the world’s leading research and advisory
company and a member of the S&P 500. We equip business leaders with
indispensable insights, advice and tools to achieve their
mission-critical priorities today and build the successful organizations
of tomorrow.

Our unmatched combination of expert-led, practitioner-sourced and
data-driven research steers clients toward the right decisions on the
issues that matter most. We are a trusted advisor and objective resource
for more than 15,000 organizations in more than 100 countries — across
all major functions, in every industry and enterprise size. To learn
more about how we help decision makers fuel the future of business,
visit gartner.com.

Contacts

Kelly Blum
571-303-5745
kelly.blum@gartner.com

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