They also enable marketers to deliver personalization at scale and align customer, channel, timing and content preferences. MMH solutions are core to marketers’ efforts to build customer relationships, by unifying customer data and deepening audience insights. This can also extend to integrating marketing offers/leads with sales for execution in both B2B and B2C environments. The multichannel marketing hub (MMH) orchestrates a company’s communications and offers to customer segments across multiple channels – from email and direct mail, to mobile, social and website landing pages. During his Gartner Marketing Symposium/Xpo session, “All AI is Not the Same: What Marketing Leaders Should Know About Deep Learning,” Jason McNellis, senior director analyst in the Gartner Marketing practice, noted how deep learning is a marketer’s most powerful way to extract insights from unstructured data and use AI to generate new content. Scaling content operations also benefits from AI-enabled techniques. For example, optimizing customer-journey mapping, segment building, send-time optimization and product recommendations are among AI techniques finding their way into multichannel marketing hubs and personalization engines. AI for marketing promises to make insight generation and prediction faster, more accurate and more actionable. Technologies with longer times to plateau – like artificial intelligence (AI) for marketing – will likely remain protected in marketing budgets given their long-term importance and incremental value they will deliver over the midterm.”ĪI for marketing comprises systems that change behaviors, without being explicitly programmed, based on data collected, usage analysis and other observations for marketing use cases.
“This resiliency puts a spotlight on many maturing technologies and techniques, such as mobile marketing analytics, multichannel marketing hubs, and social analytics. “The past year required moves toward embracing digital commerce, and marketing analytics has given marketers a newfound resiliency they lacked prior to COVID-19,” said Mike McGuire, vice president analyst in the Gartner Marketing practice, during his Gartner Marketing Symposium/Xpo session on the Hype Cycle.
During the Gartner Marketing Symposium/Xpo, being held virtually through Thursday, Gartner analysts discussed technologies from this year’s Gartner Hype Cycle for Digital Marketing (see Figure 1) that are having the most significant impact on marketers and their ability to dive into new customer acquisition and growth.
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