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1、5 actionable insights for whats next in social,AI,analog,truth and trust in 2024 and beyondGartner Marketing PredictionsCMOs can use these predictions to:CMOs discover human opportunity in a world changed by AIMarketing leaders are bracing for an AI-powered future.AI will radically reshape social me
2、dia and search landscapes,creative work,brand positioning and perceptions of truth.Here are five marketing predictions from Gartner experts that offer a perspective on the opportunity created by social medias decay,an AI-free approach to communicating brand value and the myriad ways in which generat
3、ive AI(GenAI)will change the landscape of everything from search behavior to staffing considerations.Establish GenAI upskilling for in-house creatives Invest in cross-functional teams to ensure all brand content adheres to guidelines Refocus customer acquisition and loyalty strategies to offset soci
4、al media attrition Audit and test how AI-free experiences impact brand engagement Develop unique branded research to ensure mentions in GenAI search Gartner for Marketing Follow Us on LinkedIn Become a Client 2Gartner Marketing PredictionsGartner Marketing PredictionsBy 2026,80%of advanced creative
5、roles will be tasked with harnessing GenAI to achieve differentiated results,requiring CMOs to spend more on talent.AI will increase creative talent spending,not reduce itThe evidenceMore than half of marketing teams(64%)are already leveraging AI to create campaigns.However,initial digital experienc
6、es created with the help of GenAI are lackluster.This demonstrates the need for a more strategic approach to help in-house and outsourced talent explore new ways to adopt GenAI to enhance their work.The impactGenAI will expand creative possibilities by enabling the development of more concepts and c
7、reative variations.This will increase CMO spending on agency and in-house creative talent who will focus on more strategic endeavors and orchestrating new ways of using GenAI to stay ahead of the competition.The opportunity Upskill in-house creatives to use GenAI responsibly to augment their work.Up
8、date job descriptions and career pathing for future GenAI-enabled creative talent.Experiment using GenAI for creative briefs,ideation,cross-functional conversation facilitation and concept visualization.Prediction No.1 3Gartner for Marketing Follow Us on LinkedIn Become a Client Gartner Marketing Pr
9、edictionsStart upskilling employees with GenAI pilotingExplore GenAI piloting with applications,including:Text generators to create copy,news stories,job descriptions and short-form content like subject lines for A/B testing Images generation for logos and human models altered for different poses,ag
10、ing and other aspects Video creation to showcase event highlights,immersive product experiences and multilingual versions Avatars and virtual influencers to engage customers on social,and in the metaverse,and to provide customer supportSource:GartnerGenerative AI pilot cycle“Identify use cases where
11、 you can effectively deploy GenAI today to support the needs of your business and employees and drive future transformation.”Nicole Greene,Gartner VP AnalystIterateIdeatePrioritizeDesignBuild TeamGenerate many use case ideas,aligning to business priorities and exploiting the transformative potential
12、 of GenAI.Prioritize no more than a few GenAI use cases,building a small portfolio that balances value and feasibility.Design a minimum viable product for each use case.Define the deployment approach and risk mitigation plan.Deliver the minimum functionality to test use cases in a few months.Decide
13、to stop,refine or scale.Build a dedicated team for the pilot,including business partners,software developers and AI experts.GenAI PilotTake action4Gartner for Marketing Follow Us on LinkedIn Become a Client Gartner Marketing PredictionsBy 2026,60%of CMOs will adopt measures such as content authentic
14、ity technology,enhanced monitoring and brand-endorsed UGC to protect their brands from widespread deception unleashed by GenAI.CMOs will guard brands against deception unleashed by GenAIThe evidenceFifty-five percent of brand reputation leaders are concerned about the risks associated with GenAI,yet
15、 only 21%of organizations have in-depth guidance on how people outside of the organization can use GenAI in a way that causes reputation risks.The impactTo safeguard their brands,organizations must prioritize the implementation of content authenticity measures and establish responsible use guideline
16、s for GenAI.The lack of existing frameworks and best practices necessitates transparency and trust-building mechanisms,compelling brands to demand clear policies from vendors and agency partners,while integrating content authenticity features into technology.The opportunity Invest in cross-functiona
17、l responsible use and content authenticity teams to ensure content,activities and technology adhere to guidelines.Manage business and consumer risk of GenAI-generated content as adoption increases.Curate user-generated content(UGC)to improve discovery,trust and engagement.Prediction No.25Gartner for
18、 Marketing Follow Us on LinkedIn Become a Client Gartner Marketing PredictionsBolster brand trust through user-generated contentOver 80%of consumers reported that UGC improves product discovery,brand trust and experience.Plus UGC can help marketing leaders meet customers demand for authenticity(a va
19、lue that ranked third most important by U.S.consumers in 2022).But its potential to provide benefits across other digital channels besides social is often overlooked.To integrate UGC across digital channels,marketing leaders should:Ensure UGC integration efforts support marketing objectives across c
20、hannels,and position UGC as an easy-to-use content type Assess your organizational capabilities,like the ability to comply with applicable regulations and UGC moderation processes Ensure that UGC integration efforts complement your brands digital channel investments“Authenticity”ranks as third highe
21、st value U.S.consumers identify with“CMOs must establish guidelines for GenAI use and create content that is differentiated,unique and brand aligned.Brand-endorsed UGC is one content type that is those things.”Suzanne Schwartz,Gartner Senior Director AnalystSource:Gartner1Equity2Loyalty3Authenticity
22、4Courtesy5Success6Justice7Responsibility8Honesty9Conscience10HappinessRankValueTake action6Gartner for Marketing Follow Us on LinkedIn Become a Client Gartner Marketing PredictionsOne-half of consumers will significantly limit interactions on social mediaThe evidenceFifty-three percent of consumers
23、believe the current state of social media has decayed compared to either the prior year or to five years ago.The spread of misinformation,toxic user bases and the prevalence of fake accounts/bots were top reasons listed for this perceived decay.The impactConsumer concern over GenAI spreading misinfo
24、rmation on social platforms remains high.Over 70%of consumers expect AI to negatively impact social channels.Many social channels have already begun to incorporate AI,which has the potential to hasten the perception of diminished quality and consumer abandonment.The opportunity Monitor consumer conc
25、erns on a channel-by-channel basis.Determine which social channels to maintain investment in.Refocus customer acquisition and loyalty retention strategies to channels beyond social media.By 2025,a perceived decay in the quality of social media sites will push 50%of consumers to significantly limit t
26、heir use of major platforms.Prediction No.37Gartner for Marketing Follow Us on LinkedIn Become a Client Gartner Marketing PredictionsCreate a differentiated loyalty program to offset declining social media usageIn 2022,consumers belonged to an average of 16.6 loyalty programs.However,despite the pop
27、ularity of these programs,22%of consumers say it is harder today for brands to keep their loyalty.This represents a six-percentage-point increase since 2022.The answer?Differentiate your loyalty programs from competitor programs by adding experiential benefits to drive deeper customer engagement.Int
28、egrating experiential benefits(e.g.,priority service and personalized offers)into the program mix rather than just offering transactional benefits(e.g.,redeemable points,discounts)improves customer engagement beyond purchasing behavior.Source:GartnerExamples of transactional and experiential benefit
29、s“Social media advertising is an indispensable tool in the marketing leaders kit,but not the only one.Keep an eye on emerging platforms,but invest in content marketing and opportunities to connect directly with your audience,like loyalty programs,to head off social medias declining reach and impact.
30、”Mike Froggatt,Gartner Senior Director AnalystPoints per dollar spentAccelerators for buying specific categories or volumeDiscounts based on points accumulatedFree products for achieving a spend threshold or number of purchasesEarly accessPriority servicePreferred access to experiences or events(e.g
31、.,new launches or sales)Personalized offersTransactional BenefitsExperiential BenefitsTake action8Gartner for Marketing Follow Us on LinkedIn Become a Client Gartner Marketing Predictions“Acoustic brands”will differentiate themselves as AI-freeThe evidenceSeventy-two percent of consumers believe AI-
32、based content generators could spread false or misleading information.Consumers also have serious concerns about AI related to content bias,discrimination,security risks,jobs and other issues.The impactWith more AI prevalence in marketing,addressing consumer trust and confidence issues will be a sig
33、nificant challenge.A segment of customers may seek out AI-free acoustic brands that prioritize authenticity and ethics.Brands that embrace acoustic positioning can differentiate themselves and potentially target premium or safety-focused markets.The opportunity Identify where customers are most wary
34、 of AI-powered experiences and content to determine potential brand-damaging risks.Be clear,cautious and strategic about customer-facing AI and where AI will be beneficial in enabling operations versus customer-facing experiences.Test how acoustic positioning and AI-free experiences impact customer
35、engagement and behavior.By 2027,20%of brands will lean into positioning and differentiation predicated on the absence of AI in their business and products.Prediction No.49Gartner for Marketing Follow Us on LinkedIn Become a Client Gartner Marketing PredictionsAlign GenAI practices with consumer expe
36、ctationsConsumer awareness of AI-based content generators and perceptions of use create brand trust concerns and reputational risk,regardless of actual use cases.CMOs who use GenAI for content creation and other tasks must anticipate changing consumer perceptions:Stay ahead of consumer and public op
37、inion on these topics as part of efforts to protect brand reputation.Work with cross-functional partners to adopt GenAI best practices that protect customer data and intellectual property.Anticipate additional consumer scrutiny of GenAI practices within financial,legal or healthcare industries.Start
38、 with limited trials and ensure visibility into the organizations GenAI policies and controls.“AI has amplified customer concerns about brand authenticity,transparency and trust.”Chris Ross,Gartner VP AnalystTop 5 consumer concerns about widespread use of AI-based content generatorsPercentage of res
39、pondents72%60%59%57%52%57%58%50%49%44%Could spread false or misleading informationCould replace human jobsSecurity risks such as hacking attemptsPublic susceptibility to scams such as identity theft or phishing attemptsContent could be influenced by AI biasMay 2023 February 2023n=305 respondents(May
40、);320 respondents(February)Q:Which of the following,if any,would you be concerned about widespread use of AI-based content generators like ChatGPT?Please select any that you consider to be a concern.Source:Gartner Consumer Community(15-23 May 2023,10-17 February 2023)Take action10Gartner for Marketi
41、ng Follow Us on LinkedIn Become a Client Gartner Marketing PredictionsAI will reduce brand visibility in search engine results pages(SERPs)The evidenceSearch Generative Experience(SGE),a GenAI Q&A form,takes the top organic position in over 90%of popular search queries and almost half of consumers p
42、refer SGE over traditional search results.The Gartner Digital IQ Index also identified that brands experienced a 9.5%decline in organic site traffic this year.The impactExpansion of GenAI in search engines,including Google and Bing,will reduce organic search traffic for brands.CMOs must prepare for
43、the disruption to revenue and lead generation by adapting channel investments and focusing on conversion-focused keywords,gated content and potentially repositioning traditional channels like email.The opportunity Use unique branded content to maximize search mentions.Highlight brand credibility wit
44、h audience-centric content.Optimize on-site modular content with metadata that enables search engine bot scraping.Test channels like advertorial or mobile marketing to diversify customer acquisition and retention.By 2028,brands organic search traffic will decrease by 50%or more as consumers embrace
45、GenAI-powered search.Prediction No.511Gartner for Marketing Follow Us on LinkedIn Become a Client Gartner Marketing PredictionsCreate an effective search marketing strategyThe Gartner Digital IQ Index found that top brands outperform in nonbranded visibility because they better understand customers
46、search behavior and deliver content that educates,guides and satiates their demands.Google Searchs“helpful content system”encourages brands to create helpful,reliable,people-first content,rather than search-engine-first content.As a result of their optimized on-site content,top brands are increasing
47、ly identified as a trusted and strong source of information by Google.Use the Gartner Digital IQ Index to understand how peers across categories develop best-in-class search marketing strategies.Source:GartnerElements of an effective search marketing strategy“Search is at an inflection point.Marketi
48、ng leaders must prepare for the disruption that GenAI-powered search features will bring.”Brad Jashinsky,Gartner AnalystAllow consumers needs to guide content creation and boost search visibility.Secure brand presence with optimized branded organic ownership and paid visibility.Be agile and refresh
49、your paid keyword list regularly.Take action12Gartner for Marketing Follow Us on LinkedIn Become a Client Gartner Marketing PredictionsHow Gartner is helping marketing leaders adapt and stay aheadThe decisions marketing leaders make today can impact their organizations business outcomes and brand fo
50、r years to come.Its critical to have trusted support.With our insights,actionable tools and advice,we help marketing leaders adapt their strategies across a variety of mission-critical priorities to set up their organizations for success.Diagnostics and benchmarksPeer connectionsGuides and toolkitsC
51、ase studies and best practicesExpert inquiryLive webinars and online learning eventsExpert researchDocument reviewsIn-person eventsDiagnose current stateDevelop your planExecute and drive change Identify emerging AI technologies and potential marketing use cases via the Hype Cycle for Digital Market
52、ing.Leverage the Use-Case Prism:Generative AI for Marketing to help guide prioritization and investment decisions in marketing related to AI.Review your customer acquisition and loyalty strategies with a Gartner expert to boost retention marketing effectiveness and offset future disruptions.Meet wit
53、h a Gartner Executive Partner to discuss obstacles and opportunities on piloting GenAI and upskilling your team.Start building a GenAI-enabled team using Marketing Talent Trends:What CMOs Should Hire and Upskill Their Teams On.Illustrative key initiative support you receive as a Gartner client:For G
54、artner clients onlyUnlock what lies ahead for marketing in 2024 and beyond by watching Gartner 2024 Marketing Predictions:Build Consumer Trust,and Exploit GenAI.Use our Ignition Guide to Scenario Planning in Times of Disruption to increase the ability to adapt and respond successfully.Leverage the I
55、nteractive Data Story:Gartners 2023 Marketing Technology Survey to visualize and benchmark your own Martech stack against industry peers.Talk with a Gartner expert to review the brands in your industry ranked“Genius”on the Gartner Digital IQ Index and how your organization compares.13WebinarGartner
56、2024 Marketing Predictions:Build Consumer Trust,and Exploit GenAIJoin a panel of Gartner experts to explore what lies ahead for marketing in the wake of GenAI.Watch NowResearchThe 2024 CMO Leadership VisionExplore CMO priorities,trends and strategic actions to focus on in 2024 and beyond.Download No
57、wConferenceGartner Marketing Symposium/XpoThe Worlds Most Important Gathering of CMOs and Marketing ExecutivesView CalendarExplore these additional complimentary resources and tools for marketing leaders:Actionable,objective insightAlready a client?Get access to even more resources in your client po
58、rtal.Log InJournalThe Chief Marketing Officer JournalStay up to date on the latest trends impacting marketing and best practices from the worlds top organizations.Download Now 2023 Gartner,Inc.and/or its affiliates.All rights reserved.CM_GBS_2518701Connect With UsGet actionable,objective insight that drives smarter decisions and stronger performance on your mission-critical priorities.Contact us to become a client:U.S.:1 855 811 7593 International:+44(0)3330 607 044Become a ClientLearn more about Gartner for Marketing Leaders connected to the latest insights