Gartner Predicts 2017: Marketers, Expect the Unexpected

Five technology shifts will catalyze transitions in marketing strategies and organizations by 2020.

The rapidly evolving world of technology is forcing marketers to take a good look at how certain devices and platforms will affect consumer interactions. The recent uptick in the popularity of augmented reality (AR) and increased options for consumers in the world of voice-activated digital assistants such as Amazon Echo and Google Home are marketing challenges, but also opportunities. Five technology-driven changes in the marketing environment will lead to an outcome that is different from what marketers may have previously expected.

“Marketing leaders must tune their antennas to the signals of change and resist accepted wisdom if they aim to benefit from what technology transformation has in store for them,” said Charles Golvin, research director, Gartner for Marketers.

1. 20% of brands will abandon their mobile apps by 2019
Despite significant investment and hopes for positive ROI, mobile applications are not paying off for many brands. Competition for consumers is high amid the millions of options offered in app stores, and apps are expensive to support. Compelling alternatives such as progressive web apps mean the branded app economy is poised for change. By the end of 2018, the cost of marketing a non-game application as a function of the number of downloads will at least double.

Assess your mobile marketing strategy against the “mobile-centric” and “mobile-extender” strategies to evaluate if you’ve correctly prioritized mobile marketing efforts. Measure app performance against original ROI calculations to evaluate continued app investment levels.

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Source: Gartner