Gartner identifies emerging marketing tech trends

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Gartner has identified four technologies it's claiming have the capability to transform how marketers run technology ecosystems and, ultimately, deliver meaningful customer experiences. According to the analyst firm's latest Hype Cycle for Digital Marketing and Advertising 2019 report, artificial intelligence (AI) for marketing, customer data platforms (CDPs), blockchain for advertising, and real-time marketing are the technologies earmarked to make a difference to marketing into the future. Gartner also recommended marketers continue to monitor and be aware of other technologies, such as conversational marketing and multi-touch attribution, which are high impact and moving forward. "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," a vice-president analyst in Gartner's Marketing practice, Mike McGuire, said. "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 personalised communications."