Gartner-2022年营销预测：建立新的联系（英）-17页_442kb

Gartner Marketing Predictions 2022: Forging New Connections Summary

Core Content

Gartner's 2022 Marketing Predictions focus on the evolving role of marketing leaders in a digital-first world, emphasizing the need to adapt to new consumer behaviors, workplace trends, and technological advancements. The report outlines six key predictions that highlight the shift from traditional marketing practices to more integrated, data-driven, and socially engaged strategies.

Main Predictions and Key Insights

1. Digital Users Express Opt-Out Ambivalence

• Prediction: By 2023, the opt-out rate for mobile app tracking will decline from 85% to 60%.
• Evidence: Consumer trust in brand-sourced information is low, but they are more open to targeted ads when they perceive value.
• Impact:
  • Customers' initial resistance to tracking is fading.
  • Privacy settings are influenced by brand experience.
  • Brands that provide clear value for tracking will gain a revenue advantage.
• Opportunity:
  • Offer compelling reasons for customers to trust with personal data.
  • Simplify privacy settings and behaviors.
  • Optimize contextual targeting and measurement to overcome data degradation.

2. Workplace Flexibility Opens the Door to Advertisers

• Prediction: By 2023, the volume of ad impressions delivered during traditional 9-to-5 hours by TV and streaming media channels will grow by 60%.
• Evidence: Remote and hybrid work has increased video content consumption during the day.
• Impact:
  • Morning and evening ad spots may no longer be effective.
  • Marketers can benefit from shifting focus to non-prime time slots.
• Opportunity:
  • Align ad strategies with audience receptiveness times.
  • Adapt media plans to timing changes.
  • Use audio as a key element in messaging.

3. Employee Advocacy Drives Brand Credibility

• Prediction: By 2023, 90% of B2B social media marketing strategies will include scaled employee advocacy programs.
• Evidence: Employee-shared content has a 200% higher click-through rate than company-shared content.
• Impact:
  • Employee advocacy leads to higher reach and engagement.
  • It also boosts employee engagement and brand reputation.
• Opportunity:
  • Develop employee-driven programs to build brand trust.
  • Use easy-to-use platforms to scale content sharing.
  • Provide employees with relevant content to share on social media.

4. B2B Sales Merges the Best of Digital and Human Methods

• Prediction: By 2025, one in five B2B companies will use AI to connect customers with sales reps during digital interactions.
• Evidence: The pandemic has accelerated digital-first B2B buying trends, but buyers who avoid sales reps are more likely to regret their purchases.
• Impact:
  • Marketers must support self-service purchases with seamless digital experiences.
  • Integration of marketing and sales automation systems is crucial.
  • Successful B2B organizations balance digital and human interactions.
• Opportunity:
  • Design shared processes across marketing, sales, and tech functions.
  • Identify customer behaviors that signal purchase momentum.
  • Test and implement technology to bring sales reps in at key moments.

5. Virtual Influencers Disrupt Celebrity-Led Programs

• Prediction: By 2026, CMOs will dedicate 30% of their influencer budgets to virtual influencers.
• Evidence: Virtual influencers are increasingly used in various industries, especially in Asia, and are gaining traction in the U.S.
• Impact:
  • Virtual influencers offer greater control and lower costs than celebrities.
  • They may lead to consumer backlash due to perceived inauthenticity.
• Opportunity:
  • Explore how virtual influencers can represent your brand.
  • Monitor customer sentiment and collaborate with existing influencers.
  • Use the same KPIs to measure performance as traditional influencers.

6. Your Customer's Favorite Store Is a Social Platform

• Prediction: By 2026, 60% of millennials and Gen Z consumers will prefer purchasing on social platforms over traditional e-commerce sites.
• Evidence: Social platforms like TikTok, Instagram, and Twitter are integrating commerce features.
• Impact:
  • Brands need to rethink customer experience and organizational design.
  • Social commerce requires a simple and enriching path to purchase.
• Opportunity:
  • Develop social content strategies that engage users in social commerce.
  • Enhance product pages with customer-focused content.
  • Ensure transparency to address privacy concerns.

Additional Resources

• Webinar: "The Top U.S. Consumer and Cultural Trends for 2022" – Understand how U.S. consumer trends shape strategic planning.
• EBook: "Chief Marketing Officer Leadership Vision 2022" – Learn three actions for CMOs to drive success with lower budgets.
• Analyst Insight: "Employees as Brand Ambassadors" – Discover how to leverage employees as brand ambassadors.

Conclusion

Gartner's 2022 Marketing Predictions emphasize the importance of digital transformation, employee advocacy, and the integration of AI and social commerce in modern marketing strategies. Strategic CMOs must adapt to these changes to build stronger connections with customers, employees, and partners.