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Conference Updates

December 3, 2020

Gartner Marketing Symposium/Xpo Americas: Day 3 Highlights

We are bringing you news and highlights from Gartner Marketing Symposium/Xpo, taking place this week virtually in the Americas. Below is a collection of the key announcements and insights coming out of the conference. You can read the highlights here from Day 1 and Day 2.

On Day 3 from the conference, we are highlighting the Gartner top marketing predictions for 2021, how to personalize messaging with data privacy in mind and how marketers can use influence engineering to build trust. Be sure to check this page throughout the day for updates.

Key Announcements

Signature Series: Gartner's Top Marketing Predictions for 2021 and Beyond

Presented by Jennifer Polk, Vice President, Gartner

The need for vision, innovation and transformation has never been more pronounced than it is today. In this presentation, Jennifer Polk, Vice President at Gartner, outlined Gartner’s top six marketing predictions for 2021 and beyond. 

Key Takeaways

  • “By 2023, 60% of companies that pivoted to virtual events will incorporate real-time or real-space experiences into their virtual events.”

  • “By 2025, consumers’ omnichannel behavior will drive 60% of B2C brands toward a functional, rather than channel-based organizational structure.”

  • “By 2025, 20% of B2C revenue will come from recurring revenue models, causing profound shifts in marketing strategies, spend and channels.”

  • “By 2023, 25% of organizations will amalgamate Marketing, Sales and CX into a single function.”

  • “By 2022, one-third of the crisis communication budget will be used to respond to employee activism.”

  • “By 2024, 30% of large organizations will identify content moderation services for user-generated content as a C-Suite priority.” 

  • Learn more in the Gartner press release “Gartner Unveils Top Marketing Predictions for 2021 and Beyond.”

The Uncanny Cliff of Privacy

Presented by Lizzy Foo Kune, Senior Director Analyst , Gartner

Most consumers say they want personalization, however, many people are “creeped” out the more a message is personalized to them. In this session, Lizzy Foo Kune, Senior Director Analyst at Gartner, discussed how to construct marketing and advertising messages without coming across as creepy or invasive.

Key Takeaways

  • “When our experiences are personalized to us as consumers, in the context of an in-person experience, we don’t find it creepy. Yet, in the digital sphere, when advertisers make educated guesses about us that are right we’re unsettled.”

  • “Privacy means different things to different people because privacy is context dependent.”

  • “The peak of consumers’ concern is tied directly to their perceived lack of control over their online interactions and the data that those interactions generate.”

  • “Gartner survey data shows that each added data dimension increases the risk that a message will be perceived as creepy by 5%.” 

  • “The idea of a ‘360 degree view of the customer’ is an idea we need to let go of.”

  • “The best brands know they don’t need to collect – and use – all of the data they possibly can, but use it in a smarter, more precise, way.”

Master the Principles of Influence Engineering to Build Trust and Shape Markets

Presented by Andrew Frank, Distinguished VP Analyst, Gartner

Marketers are faced with the challenges of polarized audiences and an alarming loss of consumer trust. In this session, Andrew Frank, Distinguished VP Analyst at Gartner, shared how marketers can use the principles of influence engineering to build trust. 

Key Takeaways

  • “Influence is the ability to elicit a desired response from individuals and communities through controlled interactions, and engineering is the discipline, skill, and profession of applying scientific knowledge to the design of robust systems and processes.”

  • “We are still in the very early stages of developing influence into a real engineering discipline.”

  • “One of the most important and frustrating lessons from COVID-19 is that changing behavior on a massive scale is difficult because we live in a culture where distrust of authority runs deep.”

  • “In recent years the promise of influencer marketing has been overshadowed by anxiety about polarization, hate speech and disinformation’s prevalence on social networks.”

  • “Use social networks to track opinion dynamics, reinforce transparency and build on consensus trends.”

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