- CMOs face a perfect storm of budget cuts, operational disruption and social unrest.
- Extended pandemic-related quarantine and isolation have permanently altered customer behaviors and expectations of companies and brands.
- Gartner’s 2022 predictions for marketing consider the consequences of digital’s ascendance on privacy, workplace flexibility, employee advocacy and other key components of commerce.
We’re at a critical point in the relationship between our digital and physical worlds. The pandemic has altered how humans engage with one another and the wider world. Digital is now the preferred channel for social and business interactions.
Marketing leaders must now take the reins to advocate and deliver on strategies that embrace digital as the foundation not just of existing relationships, but also of new connections with and between customers, employees, business partners and social influencers.
Download now: Gartner Marketing Predictions 2022: Forging New Connections
Marketing predictions are key to strategic planning
Build Gartner’s Strategic Planning Assumptions into your roadmap as you plan your digital marketing strategy for the year ahead:
By 2023, the opt-out rate for mobile app tracking will decline from 85% to 60% as consumers learn that untargeted ads increase their exposure to low-quality content.
Customers' initial impulse to opt out of tracking is fading. There’s potential for a full reversal to “accept all” tracking from trusted brands or well-established publishers. The apps and websites that give customers a reason to opt in will gain a significant revenue advantage. This gives organizations the opportunity to provide customers with compelling reasons to trust them with personal data.
By 2023, the volume of ad impressions that TV and streaming media channels deliver during traditional 9-to-5 working hours will grow by 60%.
Regular schedules and daily routines have changed from what they were prepandemic. Thus advertisements placed in former high-demand spots during morning and evening programs may no longer reach the volume, nor the type, of customers that brands want to engage. Marketing leaders have the opportunity to evaluate media plans and take advantage of the times of day their audience is most receptive.
By 2023, 90% of B2B social media marketing strategies will incorporate scaled employee advocacy programs.
When employees share content, the content achieves a 200% higher click-through rate (CTR) than when the company shares it, according to LinkedIn. Organizations can leverage the personal touch to build brand trust and drive commercial outcomes using employee advocacy programs that scale the curation and distribution of brand content through social channels. Not to mention, employee advocacy programs increase employee engagement and productivity. Marketing leaders would do well to scale employee participation with easy-to-use platforms that equip their colleagues with a steady stream of content to share on their personal social accounts.
By 2025, one in five B2B companies will leverage artificial intelligence (AI)/machine learning (ML) to connect buyers with sales reps at key moments during digital commerce interactions.
The pandemic accelerated a digital-first B2B buying trend, further blurring the boundaries between marketing and sales. Marketers can support customer self-service purchases by designing smooth digital experiences. However, a completely “sales-rep free” experience isn’t totally in the cards. Successful B2B organizations will balance digital customer engagement with human-led interactions at key moments to steer buyer decisions. 2022 is the year to design shared processes across marketing, sales and tech functions involved in digital commerce.
Watch now: Build the Best Business Case for B2B Digital Commerce
By 2026, CMOs will dedicate 30% of their influencer and celebrity budgets to virtual influencers.
A growing share of the $14 billion marketers currently spend annually on influencers is going toward virtual influencers. This trend is emerging because virtual influencers give brands more control over messaging at lower costs than they incur with celebrities. Consider exploring how virtual influencers might represent your organization, industry and region. Start by identifying and monitoring virtual influencers as part of your social monitoring practice.
By 2026, 60% of millennial and Gen Z consumers will prefer making purchases on social platforms over traditional digital commerce platforms.
Nearly one-third of B2B and B2C organizations have included selling on social platforms as part of their digital commerce strategy — motivated by growing customer purchase activity on social channels. Successful social commerce requires a simple but enriching path to purchase. Capitalize on this trend by boosting the quality of content on social media product pages with information that addresses customer needs.