We are bringing you news and highlights from the 2024 Gartner Marketing Symposium/Xpo, taking place this week in Denver, Colorado. Below is a collection of the key announcements and insights coming out of the conference.
On Day 2, we are highlighting findings from the 2024 Digital IQ Index, how CMOs can combine AI and talent and how to harness AI without losing target customers.
Press Releases and other conference updates links can be added here:
Presented by Matt Moorut, Sr Director Analyst
Learning from other brands is a great way to stay competitive in the market. In his session, Matt Moorut, Sr Director Analyst at Gartner, shared Gartner’s curated findings on best practices for brands through Gartner’s Digital IQ Index which analyzes hundreds of distinct data points to assess brand’s digital IQ and if they qualify to be named as a “Genius Brand”.
“According to Gartner research, out of over 1,000 brands indexed last year, only 36 (or 3%) were named Genius Brands.”
“The three fundamentals of digital marketing excellence are brand governance, touchpoint prioritization, and talent.”
“Gartner research shows Genus Brands:
Are 4.7 times more likely to hire data scientists
Garnered 16.5x more site traffic than peers in 2023
Served 4.8 times more Instagram ad impressions than peers in 2023
70% of Genius brands offer interactive guided selling tools, compared to just 36% of their peers.
Presented by Sally Witzky, Sr Director, Analyst
Generative AI will change marketing teams by augmenting human intelligence and extending capabilities. In her session, Sally Witzky, Sr Director, Analyst at Gartner, discussed how CMOs can no longer lead without blending talent and technology into one intelligent system.
“There are three key issues CMOs must look at in today’s market:
Blend talent and technology as more marketers become technologists
Assist human intelligence with technology in practical ways
Create value with velocity – marketers already know how to execute the work, but must capitalize on value- driven opportunities”
“Everyone will become a technologist. Technology applies to every marketer on your team, now-today-forever, including the most junior and the most senior executives.”
“AI is more than a headline. It is changing the way marketers work, and it impacts the way they hire.”
“CMOs must implement an adaptive talent strategy for human intelligence amongst machines.”
Presented by Kate Muhl, VP Analyst
In today’s market, marketers don’t have the luxury of waiting out initial consumer resistance of GenAI. In her session, Kate Muhl, VP Analyst at Gartner, shared how marketers can craft a plan for their organizations to reap the benefits of GenAI, without upsetting their target consumers.
“There are three ways to get the benefits of GenAI without losing target consumers:
Start with a clear and correct understanding of consumer attitudes about GenAI.
Assess the consumer pushback risks specific to your organization and brands.
Augment GenAI decision-making and planning with the added dimension of consumer attitudes.”
“Consumer attitudes towards GenAI fall into four categories:
Enthusiasts – embrace GenAI, endorsing personal and societal benefits of the technology.
Pragmatists – see GenAI as an inevitability but plan to adopt for transactional and practical reasons only.
Passives – are neutral to negative towards AI who see the tech as something that will have impact, but not for themselves personally.
Watch this space for more updates throughout the day.
Gartner, Inc. (NYSE: IT) delivers actionable, objective insight that drives smarter decisions and stronger performance on an organization’s mission-critical priorities. To learn more, visit gartner.com.
Juliette Dixon
Gartner
juliette.dixon@gartner.com
Jordan Brackenbury
Gartner
jordan.brackenbury@gartner.com
