Marketing Technology, Trends

Important Technology and Marketing Predictions from Gartner Experts

Marketing and technology go hand in hand, and smart marketers do their best to stay on top of the upcoming trends. Here’s the latest trends that Gartner reports marketers should be watching.

Source: cifotart / shutterstock

Need some fresh food for thought on the latest marketing trends? Gartner has been putting out prescient insights on digital marketing trends and technologies that will shape the near future. Here are some of the most relevant, which can help you rethink and plan your adaptive marketing strategies for the next few years.

In-Store Pricing in Real Time

By 2025, the world’s top 10 retailers will be turning to contextualized, real-time pricing in mobile apps to make adjustments to their in-store prices. Contextualized, real-time pricing allows sellers, depending on the competition, to adjust their sales prices across all possible retail channels. This could easily mean a blurring of the boundaries between online and offline sales.

Mobile Apps that Offer Multiple Experiences

Gartner estimates that by 2020, the level of a business’s success will be most impacted by mobile apps developed through multi-experience platforms. These software development platforms are also used in the development of smart wearable, augmented reality (AR), chat, and voice experiences. Features may include image and voice recognition, as well as conversational user interfaces that are both clever and accurate in their responses. The technologies most likely to support multi-experience development of the next-generation mobile apps are cloud-hosted artificial intelligence (AI) services, native iOS, and Android, as well as back-end mobile services.

Virtual Employee Assistants

It’s expected that by 2021, 25% of digital workers will be aided daily via voice interactions by virtual employee assistants (VEAs). Think Amazon Echo and Google Home transplanted into the workplace for use by employees. Then, couple that technology with a booming industry for manufacturing voice assistant (VA) speakers. A recent example of VA speakers used in a business setting is the integration of Alexa-powered Echo at select Marriott hotels. The VA functionality is used for managing amenities in guest rooms and helping with checkout.

5G to Power Customer Experience in Retail Stores—Both Online and Brick and Mortar

Gartner expects that by 2020, 100 million people will be shopping in online or brick-and-mortar stores that individualize customer experience via 5G-powered AR and virtual reality (VR). This means that sometime soon, many shoppers will have the ability to visualize and simulate the products they intend to buy across different settings. An example of this implementation is the full VR experience for shoppers of Alibaba.

The future of marketing and retail is digital, voice-interactive, and 5G-powered. Consumers will see more “intelligent” technologies being adopted by both online and brick-and-mortar stores. The most notable will be highly individualized customer experiences through immersive technologies, AR, and VR. For innovative marketers seeking an edge in building their brands, these insights can help create a road map toward increased growth and profitability.