5 Marketing Predictions for 2018 [Gartner]
Gartner has shared contributor Chris Pemberton has shared five marketing predictions for the year 2018. The predictions point the shifts around authenticity, organization and tools that will be important factors for succeeding in 2018.
Pemberton says, “Newbold-Knipp shares Gartner’s top five marketing predictions for 2018 and beyond.
Seventy-five of the top 100 global consumer brands will lose 20% of their brand equity value to declining brand perception and loyalty by 2020.
The two sources of brand equity — customer experience-based loyalty and advocacy and advertising-based awareness and preference — are faltering. Trends at the intersection of technology, society and commerce create a perfect storm for brand decline, including:
- Social media polarization
- Inflammatory content
- Ad blocking and avoidance
- Corruption in the ad media supply chain
- Consolidation of channel power among a small number of global internet companies
As a result, long-standing iconic consumer brands are seeing market share and sales decline in slow-growth categories”.
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