The Marketing Technologies Of Tomorrow Available Today

Hands of robot and human touching on global virtual network connection future interface. Artificial intelligence technology concept.

Gartner has revealed the four technologies it believes can transform the marketing ecosystem.

Customer Data Platforms, AI for marketing, Blockchain for Advertising and Real-Time Marketing were identified as the four technologies capable of transforming the industry.

According to the Gartner Hype Cycle for Digital Marketing and Advertising, these four technologies are currently at their ‘peak’.

“Marketers today must strike the right balance between delivering meaningful customer experiences that differentiate their brands and focusing on providing real value to the business,” said Gartner Marketing practice vice president analysts Mike McGuire.

“Event-triggered and real-time marketing will have the biggest impact on marketing activities in the next five years. However, before marketers can realise the benefits of these technologies, they must first become proficient in predictive analytics and delivering personalized communications.”

Customer Data Platforms (CDP) are currently a hot topic for some of the biggest outfits in marketing technology, including Adobe, Salesforce and Oracle.

The technology stands to give marketers a 360-degree view of their customers, however Gartner found “the reported use of the technology differs from the advertised capabilities”.

Half of the marketers surveyed by Gartner who have deployed a CDP claimed it’s being used as their CRM system, which is somewhat of a waste of the technology.

There is still a great deal of hype around AI for Marketing according to Gartner, but its value is still yet to be fully realised.

“Over the next 20 years, the power AI holds with marketers will drive pervasive shifts across the marketing technology ecosystem, effectively transforming the marketing practice,” Gartner said.

“A Gartner 2018 survey revealed that 11 per cent of marketing technology executives reported AI as their top choice as the technology that would have the most impact on their marketing efforts in the next five years.”

Blockchain for Advertising holds a great deal of promise, although there are still challenges around scaling technology and adoption.

Garter explained support of the technology from big companies like IBM, Comcast and Amazon will help it develop into a genuine marketing force.

Real-time Marketing meanwhile is a technology that is very much here right now.

Search technologies and social media make it easy to compare and rate differing experiences, meaning customer behaviour is now real-time in nature.

It allows brands to combine behavioural analytics and marketing automation to deliver the right message at the right time.


Please login with linkedin to comment

Gartner Marketing Technology

Latest News

AFR Remya Ramesh head of digital experience at Coles for BOSS Young Executive of the Year  Wednesday 16th June 2021 Photo by Eamon Gallagher
  • Media

AFR BOSS Names Winners Of 2021 Boss Young Executives Awards

In a year where ‘business as usual’ is anything but, AFR BOSS reveals six of Australia’s most inspirational and outstanding young leaders who excelled during the pandemic. The six have been crowned the 2021 BOSS Young Executives in the prestigious awards program, now in its 18th year. Run in conjunction with global leadership consulting firm […]

QMS Renews Contract With Manboom
  • Marketing

QMS Renews Contract With Manboom

On first inspection, B&T was hoping to bring you some manboobs news here. But as you'll see, it's a girdle-free read.

Marketing strategy on digital mobile platform - cross-device tracking programmatic advertising and multi targeting with laptop and mobile phone gadgets.
  • Technology

Index Exchange And MediaMath Join The Human Collective

HUMAN Security (formerly White Ops) today announced two new founding Human Collective members: Index Exchange and MediaMath. Together they participated in thought-provoking panel discussions during the recent IAB Tech Lab CTV & Video Advertising: Growing with Standards virtual event where they emphasized how important it is to work together in the fight against fraud on […]

by B&T Magazine

B&T Magazine
SCA Appoints Cathrine McVeigh To Head Of Audio Production And Operations
  • Media

SCA Appoints Cathrine McVeigh To Head Of Audio Production And Operations

SCA has announced the appointment of Cathrine McVeigh to head of audio production and operations. She will be part of the content leadership team. In the newly created role, McVeigh will oversee the creation of SCA’s new audio production and content operations hub and lead a combined team across the country to deliver a rapidly […]