Gartner Research

Predicts 2018: Brand Relevance Under Fire, Automation on the Rise

Published: 14 November 2017

ID: G00335171

Analyst(s): Kirsten Newbold-Knipp , Bryan Yeager , Andrew Frank , Lizzy Foo Kune , Jennifer Polk , Mike McGuire , Charles Golvin


In 2018, consumers have become numb to brand interactions that are not personalized, authentic and relevant. Marketing leaders must upgrade brand, content and multichannel marketing activities while augmenting staff with scalable automation, particularly in social, mobile and analytics disciplines.

Table Of Contents


  • What You Need to Know
  • Strategic Planning Assumptions
    • Replay Prediction
  • A Look Back

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