In the News

Gartner Says Marketers Must Focus on Boosting Gen Z’s Personal Brand to Make Them Loyal Customers

May 22, 2019

Generation Z (Gen Z) consumers are 1.5 times more likely to follow a brand that provides content that boosts their own image, according to Gartner, Inc. Where previous generations were concerned with fitting in, Gartner research — which was presented at Gartner Marketing Symposium/Xpo in San Diego, April 29-May 1 — shows that Gen Z consumers are breaking that mold by creating and enjoying greater freedom to test and shape an identity that stands out.

Gartner Reveals Three Key Strategies for Marketers to Uncover Target Audiences

May 01, 2019

While marketers today are faced with ever-growing challenges when it comes to uncovering and targeting key audiences, Gartner, Inc. has identified three strategies for marketers to better identify and engage their target audiences. Experts at Gartner Marketing Symposium/Xpo today discussed these growing challenges. They also shared how marketers can overcome them, and better segment and reach their target audiences.

Gartner Says Only 29% of Marketers Actively Participate in Advance Analytics Modeling

April 30, 2019

Data is the great enabler for marketing effectiveness, but only 29% of marketers report they are actively participating in advance analytics modeling, according to research from Gartner, Inc. Gartner experts are examining the importance of advanced analytics for marketers at Gartner Marketing Symposium/Xpo, which is taking place here through Wednesday.

Gartner Says Marketers Must Focus on Helping Customers in Order to Remain Competitive Today

April 29, 2019

Big data and analytics allow marketers to know their target audience better than ever. However, in a world of information overload, marketers must focus campaigns on actually helping customers accomplish their objectives, according to Gartner, Inc. Research findings on B2C and B2B marketing, brand and corporate communications revealed during the Gartner Marketing Symposium/Xpo keynote here today, centered on one key theme: the brands best able to help customers either do something or feel something will win customer loyalty.

Gartner Says U.S. Pharmaceutical Brands Must Adopt a Patient-Centric Narrative to Improve Digital Strategies

April 11, 2019

Very few U.S. pharmaceutical brands have transitioned from a brand-centric to patient-centric narrative to accommodate today’s savvy and skeptical consumer, according to new research from Gartner, Inc. The inaugural Gartner L2 Digital IQ Index: Pharmaceutical Rx U.S. ranks the digital performance of 88 pharmaceutical brands operating in the U.S. market. These brands were measured across more than 1,200 data points against four critical dimensions of digital marketing, including site functionality, direct marketing, social media and mobile. From these calculations, three brands were classified as Genius (Repatha, Humira and Fasenra), 28 as Gifted, 37 as Average, 9 as Challenged and 11 as Feeble.*

Gartner Says B2B Manufacturing Brands Must Improve Digital Marketing Operations to Drive Growth and Defend Against Competition

April 04, 2019

Most B2B manufacturers are struggling to build the digital marketing strategies and purchase guidance needed to help buyers make the most informed decisions, according to Gartner, Inc. In a ranking of digital performance among B2B manufacturing brands, 62 percent of these brands fell below average.