​Gartner identifies emerging marketing tech trends

Artificial intelligence (AI), ​customer data platforms​, blockchain for advertising, and real-time marketing are the big marketing trends

Gartner has identified four technologies it's claiming have the capability to transform how marketers run technology ecosystems and, ultimately, deliver meaningful customer experiences.

According to the analyst firm's latest Hype Cycle for Digital Marketing and Advertising 2019 report, artificial intelligence (AI) for marketing, customer data platforms (CDPs), blockchain for advertising, and real-time marketing are the technologies earmarked to make a difference to marketing into the future. Gartner also recommended marketers continue to monitor and be aware of other technologies, such as conversational marketing and multi-touch attribution, which are high impact and moving forward. 

“Marketers today must strike the right balance between delivering meaningful customer experiences that differentiate their brands and focusing on providing real value to the business,” a vice-president analyst in Gartner’s Marketing practice, Mike McGuire, said.

“Event-triggered and real-time marketing will have the biggest impact on marketing activities in the next five years. However, before marketers can realise the benefits of these technologies, they must first become proficient in predictive analytics and delivering personalised communications.”

Customer Data Platforms

Marketers’ expectations for CDPs remain at an all-time high, but the reported use of the technology differs, with some confusion around many vendors and overlap with similar technologies.

Half the enterprise marketers surveyed by Gartner who have deployed a CDP said it’s their CRM system, which indicates a misperception of its purpose and unique differentiators. Attempts to differentiate based on auxiliary features, such as customer journey design and optimisation, rule-based attribution, final-mile campaign execution, and website personalisation, highlight redundancy with other, more mature marketing technologies.

AI for Marketing

AI continues to be the buzzword used to describe a host of features to augment the functions performed by marketers, from automated content tagging to real-time personalisation. Over the next 20 years, the power AI holds with marketers will drive pervasive shifts across the marketing technology ecosystem, effectively transforming the marketing practice, Gartner stated in the report.

Blockchain for Advertising

Blockchain for advertising holds tremendous promise for marketers. However, significant challenges with scalability, performance and adoption must be overcome before blockchain can alter the status quo. Dozens of companies have launched experimental blockchain platforms for advertising, but none have been able to demonstrate ongoing viability.

Despite the scepticism, the technology is gaining momentum through support from organisations such as the Interactive Advertising Bureau (IAB) and emerging innovations from technology companies such as IBM, Comcast and Amazon, which are working with industry leaders on the buy and sell side of media.

Real-time Marketing

Advances in technology are creating an environment characterised by on-demand marketing, not just always-on marketing. Search technologies and social media make it easy to share, compare and rate experiences while they are happening. Ignoring the real-time nature of customer behaviour and expectations leads to lost opportunities or, worse, development of full-scale media crises.

Leading brands are combining behavioural analytics and marketing automation to serve up the right offer or message at the right time based on specific customer behaviours. To date, most real-time marketing use cases focus on demand generation, advertising, promotion, sales and service.

However, Gartner said, many multichannel marketers still struggle for relevance in core customer engagement moments and lack a clear business case for real-time engagement. Its 2019 Multichannel Marketing Survey showed less than half of respondents (44 per cent) use predictive modelling or rigorous testing to determine if a real-time response is warranted when designing event-triggered marketing.

To close the gap, marketers must look to revamp processes and make greater use of marketing technologies for customer data gathering, analysis and activation.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia.  

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Conversations over a cuppa with CMO: Microsoft's Pip Arthur

​In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.

More Videos

JP54,D2, D6, JetA1 EN590Dear Buyer/ Buyer mandate,We currently have Available FOB Rotterdam/Houston for JP54,D2, D6,JetA1 with good and w...

Collins Johnson

Oath to fully acquire Yahoo7 from Seven West Media

Read more

Great content and well explained. Everything you need to know about Digital Design, this article has got you covered. You may also check ...

Ryota Miyagi

Why the art of human-centred design has become a vital CX tool

Read more

Interested in virtual events? If you are looking for an amazing virtual booth, this is definitely worth checking https://virtualbooth.ad...

Cecille Pabon

Report: Covid effect sees digital events on the rise long-term

Read more

Thank you so much for sharing such an informative article. It’s really impressive.Click Here & Create Status and share with family

Sanwataram

Predictions: 14 digital marketing predictions for 2021

Read more

Nice!https://www.live-radio-onli...

OmiljeniRadio RadioStanice Uzi

Google+ and Blogger cozy up with new comment system

Read more

Blog Posts

A Brand for social justice

In 2020, brands did something they’d never done before: They spoke up about race.

Dipanjan Chatterjee and Xiaofeng Wang

VP and principal analyst and senior analyst, Forrester

Determining our Humanity

‘Business as unusual’ is a term my organisation has adopted to describe the professional aftermath of COVID-19 and the rest of the tragic events this year. Social distancing, perspex screens at counters and masks in all manner of situations have introduced us to a world we were never familiar with. But, as we keep being reminded, this is the new normal. This is the world we created. Yet we also have the opportunity to create something else.

Katja Forbes

Managing director of Designit, Australia and New Zealand

Should your business go back to the future?

In times of uncertainty, people gravitate towards the familiar. How can businesses capitalise on this to overcome the recessionary conditions brought on by COVID? Craig Flanders explains.

Craig Flanders

CEO, Spinach

Sign in