2017 Marketing Watch List: Fortify Your Customer Focus


Archived Published: 15 November 2016 ID: G00309184

Analyst(s): | | | | | | | | | | | | |

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Summary

As marketing leaders command more resources to drive revenue growth, they must align strategic initiatives to twin mandates of data-driven intelligence and customer experience. Use insight from Gartner's 2017 Watch List to lead, execute and optimize marketing initiatives in the year ahead.

Table of Contents

  • Analysis
    • Lead
      • Think and Act Like a Digital Commerce Leader
      • Appoint a Chief Content Officer
      • Democratize Your Data
      • Staff Up and Build Skills
      • Build a Data Command Center
      • Increase Your Impact by Doing Less
      • Learn to Iterate
    • Execute
      • Take the Correct Fork in the Mobile Road
      • Explore Synchronous Engagements
      • Consider the Spoken Word
      • Differentiate on Social Impact
      • Go Direct to Consumers
      • Build Virtual Relationships for Concrete Customer Experiences
      • Embrace Account-Based Marketing
    • Optimize
      • Rationalize and Fully Use Your Technology Stack
      • Cultivate Second-Party Data From Your Partners
      • Leapfrog to Avoid Marketing Paralysis
      • Look Beyond Your Agency of Record
      • Move Beyond Standard Segmentation
  • Gartner Recommended Reading
© 2016 Gartner, Inc. and/or its Affiliates. All Rights Reserved. Reproduction and distribution of this publication in any form without prior written permission is forbidden. The information contained herein has been obtained from sources believed to be reliable. Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartners research may discuss legal issues related to the information technology business, Gartner does not provide legal advice or services and its research should not be construed or used as such. Gartner shall have no liability for errors, omissions or inadequacies in the information contained herein or for interpretations thereof. The opinions expressed herein are subject to change without notice.

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