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As marketers face increased scrutiny of their operations, Gartner reveals the top five predictions marketing leaders must incorporate into their strategies to drive results and regain the trust of business leaders in 2023 and beyond Did.
Andrew Frank, Distinguished Vice President Analyst, Gartner Marketing Practice, commented:
“This year’s forecasts prioritize trends that marketers and advertisers can no longer ignore, from managing misinformation to ensuring effective first-party data collection.”
Here are the top five predictions for marketing leaders:
By 2027, 80% of enterprise marketers will have dedicated content trust capabilities to combat misinformation and counterfeiting.
Generative AI and the proliferation of user-generated content will dramatically increase the amount and variety of content brands must monitor. Proactive reputation management is important, but scanning for inaccurate or defamatory content in real time at scale is becoming increasingly difficult in a polarized, high-speed landscape, Gartner said. increase.
Gartner VP Analyst Chris Ross said: In the same way that AI and other technologies contribute to the content problem, they can also provide solutions, especially when complemented by a dedicated team that listens, engages, and escalates brand interests across the digital content ecosystem. will also be a part. ”
By 2025, 70% of enterprise CMOs will cite ethical AI accountability in marketing as one of their top concerns.
According to Gartner, privacy-related restrictions on data collection, economic pressures, and breakthroughs in AI have led marketing teams to rely heavily on AI and machine learning to optimize campaign performance and reduce costs.
At the same time, regulators and advocacy groups have expressed concerns about the manipulative and biased use of AI through developments such as the EU AI law and the US AI Bill of Rights. Several brands have been accused of using advanced technology to influence consumers. In a creepy and unfair way.
Frank says: This leaves marketers accountable for addressing the ethical issues AI raises in their practice, and the impetus must come from the top. ”
By 2024, 70% of brands will reallocate at least 10% of their media budgets to product placement for entertainment content.
According to Gartner, consumers with means are working harder than ever to avoid online advertising. Gartner predicts that by next year, 85% of consumers with a household income greater than his $120,000 will pay for an entertainment subscription tier, software, hardware, or mobile his devices that can avoid advertising altogether. Expect to pay.
Gartner VP Analyst Kate Muhl said: Brands pay a lot to reach high-income consumers via digital advertising, but as such audiences find new ways to ignore them, such impressions mean less. is not.
“Marketers clinging to traditional digital advertising formats will increasingly reach audiences made up primarily of those without digital.”
Gartner said two-thirds of the 301 consumers surveyed in October 2022 would prefer this format to seeing another ad.
A third of businesses that do not currently have a loyalty program in place will establish one by 2027 to enhance first-party data collection and retain high-priority customers.
Today, loyalty programs are most prevalent in the travel, hospitality and retail industries. However, opportunities also exist in other industries, such as banking and consumer goods. Of his 1,068 brands analyzed by Gartner in 2022, only 36% of him had a loyalty program.
Effective loyalty content generally leads to higher open rates than non-loyalty emails, resulting in improved wallet retention and growth in high-priority customer segments. By 2023, both B2B and B2C companies will increase their investment in loyalty programs as a percentage of their total marketing budget.
Gartner Director Analyst Brad Jashinsky said: His CMO, who runs best-in-class loyalty programs, will improve their approach beyond transactional benefits and recognize personalization as a key differentiator. ”
By 2025, organizations that use AI across their marketing functions will shift 75% of staff work from production to more strategic activities.
Using AI in marketing operations reduces friction and eliminates redundancy. This frees up marketers to direct budgets and resources toward activities that support a more dynamic marketing organization.
For example, marketers can leverage AI in the creative process to automate the capture, processing, and analysis of real-world images and videos, improve image quality, and develop digital twins.
Gartner Senior Director Analyst Nicole Greene said:
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