Consumers will spend less time watching video advertising by 2023 and brands will have to adapt their content strategies and create more short-form clips, articles and blogs.
That is one of the six major takeaways from Gartner’s new report about the future of marketing. The “Predicts 2019: Marketing Seeks a New Equilibrium” study says that shifting consumer behaviours and the arrival of disruptive new tech will force leaders to overhaul their campaigns.
Gartner expects profitability to usurp customer experience as the primary strategic priority, which could force brands to pursue more organic formats while optimising investment. Brands that also make use of user-level controls for data will see a 40% decrease in customer churn and a 25% uptick in their lifetime value.
Gartner urged leaders to find “the right balance” when attempting to leverage cutting-edge tech and adopting emerging trends, and to be aware of increasing regulatory pressures following the arrival of GDPR and organisational shifts as data takes on an even greater role in marketing.
Gartner also expects automation to support at least some of the creative processes involved with content marketing. AI generation will help to produce around 30% of digital content by 2022, which will increase productivity.
Gartner analyst Charles Golvin said: “These are exciting, but uncertain times for CMOs (chief marketing officers) and marketing leaders. From the promise of data and analytics, to the lure of customer experience (CX) and everything in between, marketers have vast opportunities to set themselves apart from the competition, but equal challenges to overcome in order to do so.”