Gartner-2022年营销预测：建立新的联系-17页_442kb

Gartner Marketing Predictions 2022: Forging New Connections Summary

Core Content

Gartner's 2022 Marketing Predictions focus on how digital transformation is reshaping marketing strategies and customer interactions. The report highlights the shift from traditional methods to digital-first approaches, emphasizing the need for marketers to adapt to new consumer behaviors, technological advancements, and evolving workplace dynamics.

Main Predictions and Key Insights

Prediction No. 1: Digital Users Express Opt-Out Ambivalence

• Core Content: By 2023, the opt-out rate for mobile app tracking will drop from 85% to 60% as consumers recognize the value of targeted ads in reducing exposure to low-quality content.
• Main Points:
  • Consumer resistance to tracking is decreasing.
  • Trust in brands is influencing privacy-setting behavior.
  • Brands that offer compelling reasons for users to opt in will gain a revenue advantage.
• Opportunities:
  • Provide clear value for data sharing.
  • Simplify privacy settings for users.
  • Optimize contextual targeting and measurement.

Prediction No. 2: Workplace Flexibility Opens the Door to Advertisers

• Core Content: By 2023, the volume of ad impressions during traditional 9-to-5 working hours will increase by 60%.
• Main Points:
  • Remote and hybrid work patterns are altering consumer media consumption habits.
  • Prime-time ad spots may no longer be as effective.
  • Marketers can benefit from shifting to non-prime time slots.
• Opportunities:
  • Align ad strategies with audience receptivity times.
  • Evaluate media plans for adaptability to timing changes.
  • Use audio as a key element in messaging.

Prediction No. 3: Employee Advocacy Drives Brand Credibility

• Core Content: By 2023, 90% of B2B social media marketing strategies will include scaled employee advocacy programs.
• Main Points:
  • Employee-generated content has a 200% higher click-through rate than company content.
  • Trust in company messaging is at an all-time low.
  • Employee advocacy improves brand credibility and commercial outcomes.
• Opportunities:
  • Build B2B social marketing strategies around employee-driven content.
  • Scale employee participation with user-friendly platforms.
  • Provide employees with relevant content to share.

Prediction No. 4: B2B Sales Merges the Best of Digital and Human Methods

• Core Content: By 2025, one in five B2B companies will use AI to connect customers with sales reps during digital interactions.
• Main Points:
  • The pandemic accelerated digital-first B2B buying.
  • Customers who avoid sales reps are more likely to regret purchases.
  • Integration of digital and human methods is crucial for guiding buyer decisions.
• Opportunities:
  • Design shared processes across marketing, sales, and tech functions.
  • Identify customer behaviors that signal momentum or hesitation.
  • Use technology to bring sales reps in at high-value moments.

Prediction No. 5: Virtual Influencers Disrupt Celebrity-Led Programs

• Core Content: By 2026, CMOs will allocate 30% of their influencer and celebrity budgets to virtual influencers.
• Main Points:
  • Virtual influencers are becoming a major part of marketing budgets.
  • They offer greater control and lower costs compared to real celebrities.
  • Risks include consumer backlash against inauthentic content.
• Opportunities:
  • Explore how virtual influencers can represent your brand.
  • Monitor and collaborate with both virtual and real influencers.
  • Use the same KPIs for measuring performance with virtual influencers.

Prediction No. 6: Your Customer's Favorite Store Is a Social Platform

• Core Content: By 2026, 60% of millennials and Gen Z will prefer purchasing on social platforms over traditional digital commerce.
• Main Points:
  • Social platforms like TikTok, Instagram, and Twitter are integrating social commerce.
  • Brands must rethink customer experiences and organizational design to support social commerce.
• Opportunities:
  • Tailor social content strategies to engage social commerce users.
  • Improve product page content to address customer needs.
  • Ensure transparency to build trust around data privacy.

Additional Resources

• Webinar: "The Top U.S. Consumer and Cultural Trends for 2022" — provides insights into shaping strategic marketing plans.
• eBook: "Chief Marketing Officer Leadership Vision 2022" — outlines three key actions for CMOs to drive success with limited budgets.
• Analyst Insight: "Employees as Brand Ambassadors" — highlights the importance of leveraging employees as brand advocates.

Conclusion

Gartner's 2022 Marketing Predictions underscore the growing importance of digital engagement, employee advocacy, and the integration of AI in B2B sales. Marketers must adapt to new consumer behaviors, embrace social commerce, and rethink privacy and advertising strategies to remain competitive in an increasingly digital-first world.