Marketers also face further impediments to personalization success including the continuing decline in consumer trust, increased scrutiny by regulators and tracking barriers erected by tech companies. While personalization comprises 14% of the marketing budget, more than one in four marketing leaders cite technology as a major hurdle to personalization.Other Gartner predictions to help marketers adjust to rapidly evolving customer behaviours include:

  • By 2023, chief marketing officer (CMO) budget allocation on influencer marketing will decrease by a third as consumers continue to lose trust in brands and entities they don’t personally know.
  • By 2024, artificial intelligence identification of emotions will influence more than half of the online advertisements you see.
  • By 2022, 25% of marketing departments will have a dedicated behavioural scientist or ethnographer as part of their full-time staff.
  • In 2023, one-third of all brand public relations disasters will result from data ethics failures.

Personal data has long been the fuel that fires marketing at every stage of the customer journey, and the drive to find new forms of fuel and devise new ways to leverage them seems to be boundless. However, this quest has failed to meet marketers’ ambitions and, in some cases, has backfired, as consumers both directly and indirectly reject brands’ overtures.

Charles Golvin, senior director analyst, Gartner for Marketers practice