Marketing technology is expensive, ineffective and anyone using it will tell you it’s complicated. So how do you improve your chances of creating an effective martech stack?

Bold test-and-learn, commitment to data-driven cultural change and employing a predictive and prescriptive approach are key to making marketing analytics truly impactful on the brands it’s being applied to serve, says Gartner.

Contactless payments, 2D and 3D visualisations allowing consumers to better experience products they want to order, B2B consumerisation and live and experience-led commerce are here to stay post-COVID crisis, a new report claims.

The latest Gartner Adtech Magic Quadrant has been released and shows Google, Adobe, The Trade Desk, Amobee, MediaMath and Adform leading the way.

Smart wearable devices, from smartwatches to health trackers, are giving brands interactive ways to communicate with customers and leading to new types of insights from real-time and location-based data. And with COVID-19, we could see new devices and services developing to address some of the emerging health and medical issues.

Dynamic Yield and Evergage, which was recently acquired by Salesforce, have again topped the latest annual list of personalisation engines from Gartner.

Brand building is now a priority over analytics, personalisation and martech, according to the 2020 Gartner CMO spending survey.

Salesforce has dominated for leadership and vision in Gartner’s latest rankings of the top customer service and support software vendors globally. But a number of other players have been highlighted as leaders in what is fast becoming a busy list.

Adobe, Sitecore, Acquia, Liferay and Episever have taken the lead for digital experience platforms, according to Gartner’s latest Magic Quadrant for Digital Experience Platforms report.

These days, most marketers recognise customer experience (CX) is vital for a healthy, profitable brand. But while most marketers want to offer good CX, how best to go about it seems to be the sticking point.

Technology is changing faster than marketers can keep up, offering up a never ending land of promises. Increasingly, hard decisions need to be made regarding which technology to implement and whether it can be tied back to measurable marketing objectives. Technology for technology’s sake can wind up being a costly exercise with no point.

Marketing has become more complex and competitive with the proliferation of data and the abundance of consumer choice in the online and offline worlds. Yet its primary function remains: To communicate with consumers about products and services to meet their needs and wants.

New UK and US research from Gartner is showing a dip in marketing budgets, the first time numbers have dropped under 11 per cent since 2014.

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

Evergage and Dynamic Yield have topped a new report from Gartner on the most innovative and comprehensive personalisation engine technologies in market today.

Taylor Swift doesn’t immediately spring to mind when thinking about facial recognition. Yet the Grammy award winning singer has reportedly used the technology at her concerts to identify stalkers.

CX is not the same as customer service, nor is it another name for user experience, CRM, technology or digital transformation, according to Gartner VP distinguished analyst, Don Scheibenreif.

The top customer experience-focused organisations globally are the ones who recognise they’re the problem, can act boldly, and are even willing to reduce their product lines to make things easier for customers.

Customer analytics is ultimately an exercise in asking the right questions and successful change management, Gartner senior analyst, Melissa Davis, claims. And to get there, you’re better off giving up on a 360-degree of your customers and instead, building a minimal viable customer data view to inform your approach.

Three-quarters of organisations increased customer experience (CX) technology investments in 2018, according to Gartner.

Adobe, IBM, Marketo, Oracle, SAP, SAS and Salesforce have been named as ‘leaders’ in Gartner’s recent Magic Quadrant for Multichannel Marketing Hubs report.