2022-01-06-Gartner-2022年营销预测_建立新的联系（英）_17页_442kb

Summary of Gartner Marketing Predictions 2022

Digital Users Express Opt-Out Ambivalence

By 2023, the opt-out rate for mobile app tracking will drop from 85% to 60%, as consumers become more willing to accept targeted ads for better content relevance. This prediction highlights the need for brands to provide transparent privacy settings and leverage contextual targeting to build trust and optimize digital strategies.

Workplace Flexibility Opens the Door to Advertisers

With increased remote work, ad impression volumes in non-traditional hours (e.g., video watching) will grow by 60% by 2023. Marketers should adapt media plans to target these new behaviors, emphasizing audio-based messaging and evaluating how flexibility can enhance engagement.

Employee Advocacy Drives Brand Credibility

By 2023, 90% of B2B social media strategies will incorporate scaled employee advocacy programs. Employee-shared content achieves 200% higher click-through rates than brand-generated posts, making it a key tool for building trust, credibility, and commercial outcomes.

B2B Sales Merges the Best of Digital and Human Methods

By 2025, 20% of B2B companies will use AI and machine learning to proactively connect customers with sales representatives during digital commerce. This shift balances self-service digital engagement with human-led interactions at critical moments to improve buyer decisions.

Virtual Influencers Disrupt

By 2026, CMOs will dedicate 30% of influencer budgets to virtual influencers, offering greater control, lower costs, and reduced risks compared to celebrity endorsements. Brands should monitor emerging virtual influencers and integrate them with existing campaigns.

Your Customer’s Favorite Store Is a Social Platform

By 2026, 60% of younger consumers (millennials and Gen Z) will prefer purchasing on social platforms over traditional digital platforms. Marketers should enrich social content strategies with simple, informative purchase paths and maintain transparency on data privacy.

These predictions underscore a digital-first future where marketing leaders must evolve strategies to embrace privacy, flexibility, employee advocacy, AI, virtual elements, and social commerce for stronger connections and customer loyalty.