News • 28.01.2019

Marketing strategies are at risk

Gartner reveals six predictions to guide marketing leaders through uncertain times ahead

People at table; Copyright: panthermedia.net/Rawpixel...
Source: panthermedia.net/Rawpixel

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.


Source: Gartner

related articles:

popular articles:

Thumbnail-Photo: Toshiba spotlights new innovations for empowering retail...
21.01.2019   #mobile payment #payment systems

Toshiba spotlights new innovations for empowering retail

Showcasing its latest solutions, services and innovative concepts at hall 9 booth B42

Visitors to EuroCIS 2019 will learn at Toshiba's booth how every retailer can design his checkout to suit his and the customers' needs. Under the motto "Empowering the Art of Retail", Toshiba will present its end-to-end IT ...

Thumbnail-Photo: retail trends: focus Retail Technology
12.02.2019   #mobile shopping #digital marketing

retail trends: focus "Retail Technology"

Omnichannel commerce, mobile shopping, seamless checkout – technology trends 2019

Would you like to find out about the latest retail technologies and hold something tangible in your hands at the same time?We'll be happy to send you a copy of our print edition retail trends: with the focus on "Retail Technology" ...

Thumbnail-Photo: Online inventory management system
06.05.2019   #online trading #e-commerce

Online inventory management system

5 things e-commerce retailers should look for

In order to perform online efficiently as an Internet retailer, one needs to choose the most effective inventory management system. Its main features should include centralised user interface, full automation, automated stock checking and ...

Thumbnail-Photo: A new approach to cash handling
01.02.2019   #payment systems #services

A new approach to cash handling

Cash as a service

Thanks to the rapid expansion of e-commerce and Amazon, there is no doubt that a range of new card payment options are on the rise. At the same time, retailers are still handling enormous amount of cash daily because cash remains by far the most ...

Thumbnail-Photo: Posiflex: interactive self-service kiosk systems for the POS...
21.02.2019   #kiosk terminals #self service terminals

Posiflex: interactive self-service kiosk systems for the POS

Going through changes and coming out stronger - Posiflex aquisitions

Thumbnail-Photo: CIE 2019: Chinas premier B2B trade show
04.03.2019   #e-commerce #event

CIE 2019: China's premier B2B trade show

5th International Internet and E-commerce Expo in Shenzhen

CIE 2019, the 5th China (Shenzhen) International Internet and E-commerce Expo, is the premier B2B trade show in China that focuses specifically on internet technologies and e-commerce as well as the related industries. More than 400 exhibitors ...

Thumbnail-Photo: SES-imagotag VUSION Pulse Software
30.01.2019   #data warehouse management #software management

SES-imagotag VUSION Pulse Software

Improve Profitability and Reduce Waste

For 25 years, SES-imagotag has been the trusted partner of retailers for digital technology in stores. SES-imagotag, the worldwide leader in smart digital labels and pricing automation, develops a comprehensive IoT and digital platform that delivers ...

Thumbnail-Photo: Social commerce 2.0: artificial intelligence detects purchase intention...
18.04.2019   #e-commerce #sustainability

Social commerce 2.0: artificial intelligence detects purchase intention

Choosy analyzes fashion trends on Instagram – and redesigns them

The fashion world moves at lightning speed – and more than ever thanks to the rise of social media. In the past, key trends emerged off the runways twice a year during fashion weeks. Now Instagram et al. set the tone daily thanks to feeds of ...

Thumbnail-Photo: Robots in retail: producer and salesperson all-in-one at the fully...
15.03.2019   #artificial intelligence #customer retention

Robots in retail: producer and salesperson all-in-one at the fully automated kiosk

Interview with Matthias Krinke, Managing Director of pi4_robotics GmbH

At Berlin’s shopping mall Bikini Berlin, we meet the robot “Gisela”. The robot’s designer Matthias Krinke sat down with us and explained what she can do and revealed what the retail industry can expect from her and her ...

Thumbnail-Photo: Self-service sells
08.02.2019   #touch screens #kiosk terminals

Self-service sells

Kiosks represent an important part of retail’s future

Self-service is growing exponentially in all areas of retail, hotels, restaurants, healthcare and banking environments. Customers increasingly expect self-service technology options and traditional brick-and-mortar stores are no exception. Retailers ...

Supplier

Elo Touch Solutions NV
Elo Touch Solutions NV
Kolonel Begaultlaan 1C11
3012 Leuven
Casio Europe GmbH
Casio Europe GmbH
CASIO-Platz 1
22848 Norderstedt
AURES Technologies GmbH
AURES Technologies GmbH
Maisacherstr. 118
82256 Fürstenfeldbruck
ROQQIO Commerce Solutions GmbH
ROQQIO Commerce Solutions GmbH
Harburger Schloßstraße 28
21079 Hamburg
POSIFLEX GmbH
POSIFLEX GmbH
Flinger Broich 203
40235 Düsseldorf
APG Cash Drawer
APG Cash Drawer
4 The Drove
BN9 0LA Newhaven
SES-imagotag Deutschland GmbH
SES-imagotag Deutschland GmbH
Bundesstraße 16
77955 Ettenheim
LANCOM Systems GmbH
LANCOM Systems GmbH
Adenauerstraße 20 / B2
52146 Würselen
EUROEXPO Messe- und Kongress-GmbH
EUROEXPO Messe- und Kongress-GmbH
Joseph-Dollinger-Bogen 9
80807 München