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Gartner: Six technologies defining digital marketing
Artificial Intelligence (AI)Data analysisDigital media planning & buying
The research firm explores where on the hype cycle different technologies are and how they will impact the discipline of marketing in the short- and long-term, as discussed at the Gartner Marketing Symposium/Xpo 2021.
Why it matters
New technology is great if it’s useful. Many of the technologies that were expected to be game changers in the space of five years are taking longer than expected, while others are maturing into real usefulness. Understanding the place of a technology on this cycle will help marketers to allocate budget to maintain an innovation pipeline that will set your department up for the future.
AI in marketing promised a lot: accelerating and sharpening insight-generation and prediction, enhancing scale. However, the tech, while expected to yield serious productivity gains in around 5-10 years’ time, it remains at a point of disillusionment for many marketers.
Multichannel marketing hubs, platforms that organise communication and promotion across different channels using consistent consumer segments are core to CRM efforts and are fast reaching a point of productivity by helping realise personalisation at scale.
Influence engineering (IE) is the integration, at scale, of behavioural science techniques into algorithms that control certain aspects of a brand’s digital experience in a way that can nudge consumer choices in the brand’s direction. This, though extremely promising in a time of increased focus on CX remains a long way off as an innovation trigger with a realisation timeline of around a decade.
Customer data ethics is the attempt to align business practice with ethical standards. Effectively, the short term ROI dip that marketers will see if they embrace privacy-first data reductions will more than pay for itself in the long-term reduction in risk of regulatory or PR backlash.
Event-triggered marketing is, ultimately, an old idea but a good one, and can improve customer acquisition, by responding to product discovery behaviours, conversion rates in digital commerce, and retention of customers through integration into cross-sell and loyalty programs.
Mobile marketing analytics is crucial with such high rates of mobile usage over the course of the pandemic. Effectively, there is more data flowing from mobile devices than ever and it is, in many cases, actually useful. However, privacy considerations are paramount to preserving consumer confidence.
多样性、公平性和包容性需要发挥作用。在客户和机构层面，这一领域仍然存在挑战，机构继续缺乏内部多样性，而客户则在努力实现 DEI 议程。
来自伟门汤普森中国的 Joyce Ling、Leo Burnett Chicago 的 Aki Spicer、MediaCom 的 Anush Prabhu、We Are Social 的 James Honda-Pinder、22feet Tribal Worldwide 的 Mehak Jaini、The Secret Little Agency 的 Eunice Tan 等领先战略家的专家评论和 OLIVER Agency 的 Nick Myers，可以在这里阅读。