The rapid advance of digitization has led many countries to focus on privacy protection and marketing strategies employed by many companies. This has given rise to new regulations that place greater scrutiny and control on activities related to digital marketing, and the leaders of this sector are facing big changes in the coming years. At the same time, they need to strengthen their connection with customers and brands to improve their results and win back business trust.
The experts from the consulting firm Gartner believe that the future of marketing will involve changing many techniques and strategies that have been used up to now.
Content authenticity to combat misinformation and false material
Gartner predicts that by 2027, 80% of enterprise marketers will establish a content authenticity function to fight misinformation and false content. This problem is getting worse with the increased use of generative AI to generate fake content, and companies need to carry out proactive reputation management, but it is a very complex task.
Ethical Artificial Intelligence in Marketing
By 2025, it is predicted that 70% of enterprise CMOs will place ethical AI in marketing as one of their top priorities. Marketers are increasingly interested in the potential of AI and machine learning to optimize their campaign performance and reduce costs, but are faced with new regulations on privacy in data collection, which aim to boost the application of ethics and the elimination of bias in the treatment of information in artificial intelligence.
Increase budget for visibility in entertainment media
The increase in the consumption of digital content makes distributors a very attractive showcase for advertising. Although consumers strive to avoid ads, and Gartner experts say that 85% of households with a family income of more than $120,000 will pay for subscriptions to online entertainment, software, hardware and mobile devices that help them remove ads.
However, despite this, Gartner forecasts that by 2024, 70% of brands will redistribute at least 10% of their media budget to position products in entertainment content.
Creation of loyalty programs
The creation of customer loyalty programs is another trend that is spreading in the field of marketing. According to the latest Gartner research, in 2022 only 36% of brands have a loyalty program, but by 2027 one in three companies that currently do not have one will end up implementing it. This will generate higher open rates than non-loyalty emails, improving portfolio retention and priority customer growth. And they forecast that by 2023, both B2C and B2B companies will increase the percentage of budget allocated to loyalty programs.
AI will relieve production staff of work
Finally, according to forecasts for the year 2025, organizations that are using AI in the area of marketing will shift 75% of their production team operations to more strategic activities. This is an example of how artificial intelligence applied to marketing operations can help free up employees for higher value work that requires human intervention, and to create a more dynamic marketing organization.
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