Gartner Research

12 Disruptive Technology Trends Shaping the Future of Marketing

Published: 09 April 2018

ID: G00347163

Analyst(s): Christopher Ross , Mike McGuire , Andrew Frank , Bryan Yeager , Charles Golvin


Technology is set to unleash another wave of disruption on marketing. Marketing leaders need a consistent, structured approach to evaluate its impacts. In this research, we develop a framework and apply it to 12 key future marketing trends.

Table Of Contents


  • Market Context
    • Make Time for Strategy
    • Rediscover the Marketing Mix
  • From Promotion to Engagement
    • Theme 1: Conversational Agents Will Mediate Transactions
    • Theme 2: Atomic Content Will Make Marketing More Adaptive
    • Theme 3: Programmatic Placement Will Put Brands Everywhere
  • From List Price to This Price
    • Theme 4: Shopper Bots Will Find the Best Bargains
    • Theme 5: Real-Time Pricing Will Bring AI and Advanced Analytics to the Masses
    • Theme 6: Smart Contracts Will Create New Virtual Marketplaces
  • From Brands to Platforms
    • Theme 7: Platform Loyalty Will Challenge Brands for Consumer Allegiance
    • Theme 8: Privacy-Friendly Data Exchange Will Augment the Flow of Data
    • Theme 9: Decentralized Apps Will Open Up App Markets While Preserving Security
  • From Products to Experiences
    • Theme 10: The Sharing Economy Will Disrupt Our Notion of Sales and Ownership
    • Theme 11: Digital Products and the IoT Will Explode the Number of Digital Touchpoints
    • Theme 12: Product Concept Optimization Will Create More Diverse, Dynamic Markets
  • Summary

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