Going forward, marketers cannot afford to ignore combating misinformation, ethical AI use, product placement and loyalty programs, per Gartner’s report, “Predicts 2023: AI, Social Toxicity and Disappearing Consumers Forge the Future of Marketing.”
Taking a long view, Gartner predicts that AI’s role in marketing will continue to expand and that those departments with widespread AI use will be able to streamline the creative process and reduce friction. By 2025, this will enable them to shift 75% of operations to more strategic activities, resulting in more dynamic marketing organizations.
The coming year, however, could be a tough one for marketers who will face significant challenges to growing brand value and loyalty amid an economic rough patch and changing digital habits, Gartner forecast in a separate report from earlier this month. By next year, 60% of CMOs are expected to cut marketing analytics teams, while forecasts for ad revenue in 2023 have recently started to shrink.
Product placement is one trend whose impact could be more significant in the months ahead, with a Gartner survey from October indicating two-thirds of surveyed consumers prefer product placement over separate ads. Product placement could garner more of brands’ budgets as they attempt to address ad-averse consumers. Brands such as Coke and Lacoste have seen success with product placement in shows such as Netflix’s “Stranger Things.”
“Brands pay top dollar to reach high-income consumers via digital advertising, but such impressions become less meaningful as this audience figures out new ways to tune them out,” said Kate Muhl, vice president analyst at Gartner, in a statement. “Marketers who cling to traditional digital ad formats will increasingly reach an audience composed largely of digital have-nots.”
Movies and television are not the only areas getting interested from brands. Video game advertising, such as on in-game billboards, has gotten a lot of attention. Hershey found success with the method for its Oh Henry! Candy bar, increasing recall by 15.9 points.
Microsoft Dynamics 365 represents a robust cloud-based CRM solution with features such as pipeline assessment, relationship analytics, and conversational intelligence. It utilises AI-powered insights to provide actionable intelligence via predictive analytics, lead scoring, sentiment analysis, etc. Currently, Microsoft operates in 190 countries and is made up of more than 220,000 employees worldwide.
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Monday.com is a project management software company, offering a cloud-based platform that enables businesses 
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IBM is a global hybrid cloud and AI-powered 
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Google Cloud accelerates every organisation’s ability to digitally transform its business. Its enterprise-grade solutions leverage modern technology to solve the most criticial business problems 
8×8 offers out-of-the-box contact centre solutions, assisting all-size businesses to efficiently meet customer needs and preferences. It offers custom CRM integrations support and integrates effortlessly with third-party CRMs like Salesforce, Microsoft Dynamics, Zendesk, and more. Offering global support in all time zones & development teams in 5 continents, its patented geo-routing solution ensures consistent voice quality.
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Zoho Social, a part of Zoho’s suite of 50+ products, is a comprehensive social media management platform for businesses and agencies. The Zoho Social dashboard includes a robust set of features, such as Publishing Calendar, Bulk Scheduler, and Approval Management to offer businesses all the essential social media publishing tools. Its monitoring tools help enterprises track and respond to relevant social conversations.
Hootsuite, headquartered in Vancouver, is a social media management platform that streamlines the process of managing multiple social media accounts. Some of its core offerings include social media content planning and publishing, audience engagement tools, analytics and social advertising. Its easy-to-integrate capabilities help marketing teams to schedule and publish social media posts efficiently.
Brandwatch enables businesses to build and scale the optimal strategy for their clients with intuitive, use-case-focused tools that are easy and quick to master. Bringing together consumer intelligence and social media management, the company helps its users react to the trends that matter, collaborate on data-driven content, shield the brand from threats and manage all the social media channels at scale.
Zoho Corporation offers innovative and tailored software to help leaders grow their business. Zoho’s 55+ products aid sales and marketing, support and collaboration, finance, and recruitment requirements. Its customer analytics capabilities come with a conversational feature, Ask Zia. It enables users to ask questions and get insights in the form of reports and widgets in real-time.
Salesforce-owned Tableau is an AI-powered analytics and business intelligence platform, offering the breadth and depth of capabilities that serve the requirements of global enterprises in a seamless, integrated experience. Marketers can utilise generative AI models, AI-powered predictions, natural language querying, and recommendationsons.
Fullstory is a behavioural data platform, helping C-suite leaders make informed decisions by injecting digital behavioural data into its analytics stack. Its patented technology uncovers the power of quality behavioural data at scale, transforming every digital visit into actionable insights. Enterprises can increase funnel conversion and identify their highest-value customers effortlessly.
Contentsquare is a cloud-based digital experience analytics platform, helping brands track billions of digital interactions, and turn those digital 
Amplitude is a product analytics platform, enabling businesses to track visitors with the help of collaborative analytics. The platform leverages the capabilities of 
Adobe Experience Cloud offers a comprehensive set of applications, capabilities, and services specifically designed to address day-to-day requirement for personalised customer experiences at scale. Its platform helps play an essential role in managing different digital content or assets to improve customer happiness. Its easy-to-optimise content gives users appropriate marketing streams, ensuring product awareness.
Started in 2005 in a Sweden-based small town, Norrköping, Voyado offers a customer experience cloud platform that includes a customer loyalty management system. This platform helps businesses design and implement customer loyalty programs, track customer 
TapMango provides a comprehensive, customisable, flexible and feature-rich customer loyalty program. The loyalty tools include an integrated suite of customised consumer-facing technology, easy-to-use merchant tools, and automation algorithms, all aimed at enhancing customer experience. Adaptable to any industry, TapMango’s platform helps merchants compete with larger chains, converting customer one-time purchases into profitable spending habits.
Adobe Experience Cloud offers a comprehensive set of applications, capabilities, and services specifically designed to address day-to-day requirements for personalised customer experiences at scale. Its innovative platform has played an essential role in managing different digital content or assets, to improve customer happiness or satisfaction. Some of its products include Adobe Gen Studio, Experience Manager Sites, Real-time CDP, and Marketo Engage.
