Gartner Research

Algorithmic Marketing Essentials

Published: 04 August 2016

ID: G00298393

Analyst(s): Andrew Frank


Smart machines negotiating on behalf of buyers and sellers will mediate future markets. Marketing leaders need new strategies and technologies to interpret complex signals from mediated interactions and offer personalized products and experiences tailored to individuals these agents represent.

Table Of Contents


  • Proxy Web and the Evolving Digital Marketplace
    • The Search Engine Gives Way to the Proxy Web
    • Factors Influencing Proxy Web Adoption
    • Reprioritizing Marketing's Four Ps
  • Benefits and Risks of Algorithmic Marketing
  • Evaluation Factors
  • Recommendations

Gartner Recommended Reading

©2021 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.