gartner marketing trends 2021

2021/05/21

Mounting pressure for immediate growth coupled with market changes forced many marketing teams to accelerate their digital transformation, while shielding initiatives from budget cuts. Many new digital marketing trends and strategies are evolving in the current high-tech, Internet-connected era, which means that businesses need to use them to succeed in their efforts because what worked for you last year may not work (as well) this year. Use Gartner Hype Cycle for Digital Marketing to drive your innovation agenda and respond to changing conditions. Besides, a report by Gartner predicts says that 37% of organizations have already implemented AI in some form. Brands should take advantage of this time to reorient teams and objectives around a customer-first, channel-agnostic strategy. Where CX has always focused on building clear understanding of who the customer is and how interactions with the brand add to or detract value across their lifetime, so too are sales and marketing now focused on this objective. Guiding Principles on Independence and Objectivity. Let's look at some of the key predictions from the webinar. 88% of B2B customers say that the information they find online is of high quality ( Gartner ). and This publication may not be reproduced or distributed in any form without Gartners prior written permission. According to Gartner, creating content suited to these micro-segments will lead to successful personalization by giving customers what they want. Gartner Terms of Use

The pandemic and societal changes have empowered employees to speak out against their employers and working conditions. Gartner analysts address the biggest opportunities, challenges and priorities marketers face today, including data and analytics, customer experience, content marketing, customer insight, marketing technology (martech) and multichannel marketing. Consumers demonstrated just how quickly they could shift their behavior to new technologies and channels with the COVID-19 pandemic. Head over to the Spiceworks Community to find answers. Gartner Terms of Use Acquia recently published the Closing the CX Gap: Customer Experience Trends Report and statistics showed that 68 percent of customer and 79 percent of marketers believe brands generally do not make customers feel like individuals. 30-second summary: Predictive analytics is a statistical analysis technique that uses data mining and machine learning to predict future events. Please verify your previous choices for all sites. Theres no going back. Martech leaders facing reactionary budget cuts are forced to do more with less. 15% of the customer purchase process consists of untangling conflicting information ( Gartner ). Privacy Policy. Expect to see more augmented reality apps that will offer more real space or face sense of tangibility, and experiential offerings such as drive-through pop ups and exclusive digital sensory experiences. Once youve locked these down, you can begin to layer in additional information about general B2B buying behaviors and trends within your industry to help you better understand your customer ecosystem. and Yet a review by Gartner of over 500 supplier content assets found that only 20% could be categorized as buyer enablement content. Although mobile continues to grow in popularity among marketers and their customers alike, new research shows that mobile organic search has trended downward over the past quarter. Evaluating emerging technologies can pose an array of challenges for marketing executives. Have a seat. By clicking the "Begin Download" button, you are agreeing to the To make better use of marketing technology investments and resources, and mitigate risks for future budgetary cuts, marketing technology leaders should consider the following: Gartner research on marketing technologies and emerging technology trends can help you more effectively manage martech at global scale and achieve alignment between marketing technology, customer experience, and strategy. It consists of the opinions of Gartners research organization, which should not be construed as statements of fact. Organizations must combat the negative perception and reputational risks that come with employees speaking out. This is not going unnoticed by executives, with legal, compliance and privacy leaders reporting employee activism among the top 15 concerns in 2020. To demonstrate my point, just look how search activity for the topic software as a service has surged since 2004, per Google Trends: Unsurprisingly, all that newfound interest has been decidedly good for business. All rights reserved. With in-depth research and analysis, Gartner for Marketers helps you focus on the opportunities with the greatest potential to deliver results. Critical Capabilities: Analyze Products & Services, Digital IQ: Power of My Brand Positioning, Magic Quadrant: Market Analysis of Competitive Players, Product Decisions: Power Your Product Strategy, Cost Optimization: Drive Growth and Efficiency, Strategic Planning: Turn Strategy into Action, Connect with Peers on Your Mission-Critical Priorities, Peer Insights: Guide Decisions with Peer-Driven Insights, Marketing Organization and Operations Leader, State of the Marketing Budget and Strategy 2022, The impact of consumer concerns over personal. In todays blog I present the top five marketing trends for 2017, supported by key statistics from the report. Gartner's Marketing Predictions webinar this week looked at some key marketing trends for 2022 and beyond, as well as the implications for CMOs. Gartner Terms of Use Follow news and updates from the Gartner Marketing practice on Twitter and LinkedIn using #GartnerMKTG. Email Marketing: Top Industry Trends For 2022, Acxiom enhances Heathrow MarTech capabilities with Salesforce Marketing Cloud & CDP Services, Financial Services Providers Need To Support Customers According To Their Evolving Needs, The Lead Funnel is Broken. Privacy Policy. Weve compiled more than 65 statistics about artificial intelligence. It's estimated that 80% of emerging technologies will involve AI by 2021 ( Gartner ). Your research could have a negative effect on your online reputation if you fail to verify the source, accuracy, or recency of the statistic. Critical Capabilities: Analyze Products & Services, Digital IQ: Power of My Brand Positioning, Magic Quadrant: Market Analysis of Competitive Players, Product Decisions: Power Your Product Strategy, Cost Optimization: Drive Growth and Efficiency, Strategic Planning: Turn Strategy into Action, Connect with Peers on Your Mission-Critical Priorities, Peer Insights: Guide Decisions with Peer-Driven Insights, Marketing Organization and Operations Leader, State of the Marketing Budget and Strategy 2022. Source: Gartner (November 2015). Use the Inaugural Chief Marketing Officer Quarterly Journal to uncover 3 keys to martech integration. Critical Capabilities: Analyze Products & Services, Digital IQ: Power of My Brand Positioning, Magic Quadrant: Market Analysis of Competitive Players, Product Decisions: Power Your Product Strategy, Cost Optimization: Drive Growth and Efficiency, Strategic Planning: Turn Strategy into Action, Connect with Peers on Your Mission-Critical Priorities, Peer Insights: Guide Decisions with Peer-Driven Insights, Marketing Organization and Operations Leader, State of the Marketing Budget and Strategy 2022. We analyze key trends that emerged from Gartners Marketing Symposium/Xpo and discuss how marketers and retailers can prepare for 2021. Weve all heard different statistics about how much of the buyers journey happens before the company is ever contacted. Gartner Terms of Use These are some of the questions we will be seeing to answer as we explore the b2b marketing trends to expect in 2021. According to Gartners research, 36% of employees reported speaking out either for or against their employer in the past year. By clicking the "Submit" button, you are agreeing to the Gartner Terms of Use Sorry to break it to you, but statistics dont lie. and And soon will come all the great pieces on marketing trends and predictions for the new year. Questions about becoming a Gartner client? Strategic marketing leaders must now take the lead to advocate and deliver on strategies that embrace digital. B2B buyer expectations have evolved over the past few months, and marketers need to reassess how to respond to that change. Please choose which emails to receive from each site. As the pandemic forced so many daily interactions online, the lines between customer and provider and between commercial and social interactions began to blur. Our expert guidance and tools enable faster, smarter decisions and stronger performance on an organizations mission critical priorities. Gartner). Do you still have questions? By clicking the "Submit" button, you are agreeing to the We can use your profile and the content you share to understand your interests and provide content thatisjustforyou. While Gartners thesis wont be tested for another year, theres no denying that personalization is already having a dramatic effect on how companies do business. In fact, statistics show that on average, modern-day B2B buyers conduct 12 online searches prior to interacting with the website of a potential vendor.

The Periodic table of martech and marketing operations contains a five stage process for looking at your organisation's marketing technology strategy. dialpad We offer one-on-one guidance tailored to your mission-critical priorities. gbs gartner Not only do statistics point in a particular direction but show the intensity of change as well. According to research from Gartner, businesses need to connect with six to 10 decision makers to sell a complex B2B product. By 2022, 1/3 of publicity budgets dedicated to crisis communications will be used in response to employees speaking out against their organization. Organizations appetite for risk will be a critical factor in reshaping brands in the years to come.. If youre in the business of content marketing, there is a 100% chance you need marketing statistics. Gartner expects changing customer behaviors to drive brands to embrace newer engagement models. Marketers need to reinvent how they engage with todays customers by using online and offline channels to create rich, creative and immersive experiences.. By clicking the "Continue" button, you are agreeing to the This post was expanded and updated with new digital marketing trends as of July 2019. Deloitte Global Marketing Trends Report 2021 Reveals. Sites have been updated - click Submit All Changes below to save your changes. 2022Gartner, Inc. and/or its affiliates.

Brands must plan for, and actively manage, customer churn. We noticed that you changed your country/region of residence; congratulations! These elements combine the best of in-person events while offering the flexibility and safety that virtual events afford. Gartner ). Download this research to uncover how to: By clicking the "Continue" button, you are agreeing to the If you would like to unsubscribe or have any questions, you can click on the unsubscribe links in our messages or contact us using the information below. Virtual influencers, such as Lil Miquela, used recently in a Prada campaign, will begin to take a bigger share of marketing budgets. What b2b marketing trends should you know about this year? So what statistic surprised you the most? Content Marketing Budgeting Statistics. and However, this omnichannel blend is not often reflected in marketing organizational structures, with only 30% of B2C brands reporting they have functional organizational alignment. To help us insure we adhere to various privacy regulations, please select your country/region of residence. The conference provides marketing leaders actionable advice about the trends, tools and emerging technologies they need to deliver business results. gartner strategic prognosis Speak with a Gartner specialist to learn how you can access peer and practitioner research backed by proprietary data, insights, advice and tools to help you achieve stronger performance. Gartner predicts that, by 2025, one in five companies will use AI and machine learning to proactively slow down customer journeys to include interaction with sales reps. Organizations will formally combine sales and marketing and CX under a single leader who has clear and unambiguous accountability to maintain and grow customer lifetime value and profitability. Gartner for Marketers provides the objective, expert advice, and proven tools that CMOs and other marketing leaders need to seize the right opportunities with clarity and confidence, and to stay ahead of the trends that matter. What is a Social Media Marketing Specialist? 2022Gartner, Inc. and/or its affiliates. By viewing our content, you are accepting the use of cookies. According to this analysis, IoT numbers will be much larger than those initially forecasted by Gartner. By clicking the "Download Research" button, you are agreeing to the Marketers must shift focus from customer retention to new customer acquisition. Gartner predicts that the opt-out rate for mobile tracking will decline from 85% to 60% as customers become more familiar with untargeted ads. Also read: Six Overseas Marketing Trends You Should Copy. Marketing technology remains a prioritywithin the CMOs portfolio, but as marketing budget challenges stubbornly stick around, operational excellence and resource optimization(including internal and external partners) remain critical. Here are four automation trends we see in growing organizations based on the findings. The social buyers are interested in discovery and convenience, which means CMOs need to focus on enriching this path to purchase, through improved social media product pages. Gartner recently published The State of Marketing Budget and Strategy 2022 report, and statistics suggested that the majority of digital marketing spend (60%) is now allocated to paid channels. and Indeed, B2B customers who prefer self-service purchases are 23% more likely to regret a purchase than those who interacted with reps. For CMOs, the selection and adoption of tech that can understand where the customer is in the sales process, and when to intervene, will be a key challenge. If you do not select a country we will assume you are from the United States. Source: [link] Looking to 2021, we need to consider all of the above trends and the ever-evolving nature of the B2B marketing and digital marketing landscapes. Andrew Frank, vice president at Gartners Marketing practice, believes Organizations appetite for risk will be a critical factor in reshaping brands in the years to come., Also read: What Will It Take for Marketers To Succeed in 2021? As you peruse this list of 13 surprising facts about B2B data, you will notice that the B2B data statistics tell an interesting story. Many brands have already begun to adopt more practical and convenient options for customers, such as curbside pickup and returns, or real-time store inventory availability.

For CMOs, the key is to provide plenty of content for employees to share, as well as to find platforms for content relevance and ease of use. Statistics lend authority and weight to your blogs, ebooks, and social media posts. To help you through the transition, this years Gartner Marketing Predictions 2022 explores the consequences of marketing digital transformation on related themes such as the privacy movement, flexible workplace, employee advocacy, sales enhanced with artificial intelligence (AI), virtual influencers, and social commerce. The ability to build new, vital connections with customers, employees and business partners is central to thriving across a range of unpredictable scenarios. 30-second summary: While the marketing industry in 2019 was still highly fragmented, recent M&A activity in the past year indicates a continued trend toward consolidation. This site is protected by reCAPTCHA and the Google PrivacyPolicy and TermsofService apply. Privacy Policy. Today, these innovative digital marketing trends are among the top priorities for most business owners in 2020. Our research practices and procedures distill large volumes of data into clear, precise recommendations. By clicking the "Submit" button, you are agreeing to the AntiConLX Global 2022: Steven Bartlett on Web3 The Greatest Technological Shift of our Lifetime? and It looks like you are changing your country/region of residence. However, while in previous years these trends may have been more predictable, theres no ignoring the impact of COVID-19. Gartner just released their list of 2010 trends, and one of the top 9, the importance of providing carbon remediation / Green IT business case, has a significant impact on IT solution provider marketing / sales strategies for the coming year. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This eBook is based on Gartner's 2020-2021 CMO Strategic Priorities Survey, which polls CMOs and marketing leaders on common challenges and asks them to rank their top priorities for the year ahead. The lesson for CMOs is to create compelling reasons for consumers to trust you with their data, and to make privacy features upfront and easy to adjust. By clicking the "Continue" button, you are agreeing to the There has never been a more exciting time to work in marketing and technology. Organizations may combine CX, marketing, and sales as a long-term solution to foster a culture of accountability and drive growth. At the annual Gartner Marketing Symposium/Xpo concluded recently, Jennifer Polk, vice president analyst for Gartners Marketing practice, said marketers must reinvent how they interact and engage with customers online and offline to create rich and immersive experiences. Once you've accepted, then you will be able to choose which emails to receive from each site. According to Gartner, by 2023, more than 50 percent of data and analytics leaders will be responsible for data creation, management, and analysis. Privacy Policy. B2C and B2B customers arent moving from analog to digital, they are moving away from a digital-analog binary towards hybrid/mixed-mode experiences. Michael McCune, Overview of marketing attribution platforms, and what they can offer to marketers. This is to combat the risk of buyer's remorse as customers buy complex products without fully considering options and understanding the product. Aparajita Mazumdar, The answers may lie in the value exchange between brands and consumers. If you do provide consent, you may change your mind and unsubscribe at any time. These VIs offer more control for brands, though it's important to consider your audience and competitors before you decide this is the best route for your brand. Gartner Terms of Use What Will It Take for Marketers To Succeed in 2021? Gartner prides itself on its reputation for independence and objectivity. All rights reserved. 68% of martech leaders face challenges utilizing their stacks full breadth of capabilities.

As marketers, we all want to know the numbers. By clicking the "Begin Download" button, you are agreeing to the According to intent data statistics , 55% of sales leaders successfully increased conversions using intent data. Subscribe to the following B2B Marketing Zone newsletters: You must accept the Privacy Policy and Terms & Conditions to proceed. Gartner ). However, not all statistics are worth citing. According to Gartner , members of B2B buying teams spend nearly half of their time doing independent research, and: When B2B buyers are considering a purchase they spend only 17% of that time meeting with potential suppliers. If customers can see that their data is being used in ways that benefit them, such as more relevant / personalised content, then they will be more likely to trust a website or app to track them. Privacy Policy. Statistics are the best way to gauge the direction of any industry. Based on a survey of 200 CMOs across UK & Europe, The State of CX 2022 report presents the latest key trends and insights in customer experience today and reveals how you can achieve CX excellence at your organisation. As digital commerce continues to expand rapidly, many organizations struggle to adapt, impacting revenue and operations. As a result, a growing number of content moderation service and tech providers have entered the market. In order to receive our emails, you must expressly agree. CMOs & Marketing Leaders must closely collaborate with IT organizations to achieve desired outcomes. Are you sure you want to cancel your subscriptions? What does the future of marketing look like? Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. and Organizations will need to dedicate resources to addressing negative employee commentary and staying abreast of discrepancies between what marketers are saying and what employees are experiencing. Gartner predicts data gathered from users in cloud-based neural networks will power 40% of mobile interactions between virtual personal assistants and people by 2020 ( source ). In fact, 36% of employees report speaking out either for or against their company in the past year. So, as far as marketing trends go, what should we expect, generally?

and Critical Capabilities: Analyze Products & Services, Digital IQ: Power of My Brand Positioning, Magic Quadrant: Market Analysis of Competitive Players, Product Decisions: Power Your Product Strategy, Cost Optimization: Drive Growth and Efficiency, Strategic Planning: Turn Strategy into Action, Connect with Peers on Your Mission-Critical Priorities, Peer Insights: Guide Decisions with Peer-Driven Insights, Marketing Organization and Operations Leader, State of the Marketing Budget and Strategy 2022, Uncover the top predictions for the future of marketing, Discover anticipated marketing trends for the next 1-5 years, Understand the implications for CMOs and marketing leaders, Get recommended actions to take to prepare for the future of marketing. Privacy Policy. Learn the key actions CMOs should take to navigate the future of marketing. Gartner is a trusted advisor and an objective resource for more than 15,000 enterprises in 100+ countries. We provide actionable, objective insight to help organizations make smarter, faster decisions to stay ahead of disruption and accelerate growth. Download the full report to learn strategies to tackle top priorities: By clicking the "Continue" button, you are agreeing to the Its research is produced independently by its research organization without input or influence from any third party. Even though the technical complexity is growing, marketers must be adept at crafting impactful messages and communication that set them apart from their competitors. Seventy-seven percent of marketing leaders report they struggled to keep up with changes in customer needs, and 87% believe shifts in customer needs will become even more common over the next few years. and View our privacy policy and terms of use. Privacy Policy. Gartner Terms of Use As employee activism becomes a C-suite concern, organizations need to combat negative perceptions and manage their reputation more closely than ever before. Gartner Terms of Use There was a shift in 2021 towards employees sharing positive information around areas such as CSR. Source: Gartner Research).

Marketing technology enables CMOs to achieve business advantage through development of their martech ecosystem. By clicking the "" button, you are agreeing to the Gartner Marketing Predictions 2022: Forging New Connections outlines critical marketing trends that will impact CMOs and marketing leaders. Gartner surveyed more than 380 marketing leaders to identify marketing trends and assess marketing priorities and expected challenges for 2021. Martech and digital marketing leaders are under pressure to make every dollar count as a fallout of COVID-19 budget cuts. A search engine exclusively for inbound marketing and consumer statistics? 30-second summary: Predictive analytics is a statistical analysis technique that uses data mining and machine learning to predict future events. By 2023, 60% of businesses that pivoted to virtual events will incorporate real-time/real-space experiential elements into marketing experiences. Budget Trends by Channel. and All rights reserved.

Your social media activity alwaysremainsprivate. Brands have already started integrating more experiential elements into their events strategy.

Current trends show profound changes in B2B buying behavior and expectations. Successful subscription brands will need to be adept at anticipating consumers needs and augment offerings accordingly, understanding that what delights consumers today can become commoditized quickly. Gartner predicts that through 2022, 85% of AI projects will deliver erroneous outcomes due to bias in data, algorithms, or the teams responsible for managing them ( source ). We work with you to select the best-fit providers and tools, so you avoid the costly repercussions of a poor decision. That said, below are 15 trends that we believe will impact b2b marketing in the coming year and beyond: #1. Gartner predicts that through 2022, 85% of AI projects will deliver erroneous outcomes due to bias in data, algorithms, or the teams responsible for managing them ( source ). By clicking the "Submit" button, you are agreeing to the Get predictions and new marketing trends, and action steps to prepare for the future of marketing. Survey reports can be valuable sources of information about business trends and practices, emerging technologies, customer attitudes and a wide range of other subjects. Your access and use of this publication are governed by Gartners Usage Policy. From workplace safety to racial discrimination, employees have been more vocal about their concerns, and executives are taking note.