The latest Gartner report said Chief Marketing Officers (CMOs) will be focusing on five technology areas for looking to new customer acquisition and growth.
Marketers are shifting focus to pure customer retention strategies. There is also an acceleration to digital transformations for many marketing organizations.
During the Gartner Marketing Symposium/Xpo, being held virtually through Thursday, Gartner analysts discussed technologies from this year’s Gartner Hype Cycle for Digital Marketing that are having the most significant impact on marketers and their ability to dive new customer acquisition and growth.
“This resiliency puts a spotlight on many technologies and techniques, such as mobile marketing analytics, multichannel marketing hubs and social analytics,” said Mike McGuire, vice president analyst in the Gartner Marketing practice, during his Gartner Marketing Symposium/Xpo session on the Hype Cycle.
AI for Marketing
AI for marketing promises to make insight generation and prediction faster, more accurate and more actionable. Scaling content operations benefit from AI-enabled techniques.
Multichannel Marketing Hubs
The multichannel marketing hub (MMH) orchestrates a company’s communications and offers to customer segments across multiple channels – from email and direct mail, to mobile, social and website landing pages. This can also extend to integrating marketing offers/leads with sales for execution in both B2B and B2C environments.
MMH solutions are core to marketers’ efforts to build customer relationships, by unifying customer data and deepening audience insights. They also enable marketers to deliver personalization at scale and align customer, channel, timing and content preferences.
Influence engineering (IE) refers to the production of algorithms to automate elements of digital experience that guide user choices at scale by learning and applying techniques of behavioral science. The abundance of data sources and machine learning capabilities enables new systems of influence and breakthroughs in areas such as emotion detection and language generation show clear potential to automate influential aspects of communication.
Customer Data Ethics
Customer data ethics aligns business practices with moral and ethical policies that reflect a company’s avowed values.
While modifying goals to account for social consequences and privacy-related data reductions may diminish short-term ROI on marketing initiatives, longer-term, ethical oversight will minimize risks of brands and enterprises becoming tainted by allegations of discrimination or ethical hypocrisy. This could yield benefits in customer, employee and investor relations.
Event-triggered marketing is the process of identifying, prioritizing, categorizing, monitoring and optimizing purposeful, event-driven conversations with audiences and customers. It gives marketers the opportunity to engage with their audience at the right moment within a specific context, increasing the probability of a positive interaction.
In addition, event-triggered marketing has the potential to drive substantial increases in relevance for customers and business impact for brands, across the customer journey. It can improve customer acquisition, by responding to product discovery behaviors, conversion rates in digital commerce, and retention of customers through integration into cross-sell and loyalty programs.
Mobile Marketing Analytics
Mobile marketing analytics measure the interactions and behaviors of mobile website and application users, enabling marketing leaders focused on mobile marketing to optimize mobile experiences. Over the past year, time spent on mobile devices has been at an all-time high, and the wealth of data that this creates to analyze and act on is unsurpassed.