Gartner Marketing Predictions 2022

and productivity. Marketing leaders would do well to scale employee participation with easy-to-use platforms that equip their colleagues with a steady stream of content to share on their personal social accounts./machine learning to connect buyers with sales reps at key moments during digital commerce interactions.

The pandemic accelerated a digital-first B2B buying trend, further blurring the boundaries between marketing and sales. Marketers can support customer self-service purchases by designing smooth digital experiences. However, a completely “sales-rep free” experience isn’t totally in the cards. Successful B2B organizations will balance digital customer engagement with human-led interactions at key moments to steer buyer decisions.

A growing share of the $14 billion marketers currently spend annually on influencers is going toward virtual influencers. This trend is emerging because virtual influencers give brands more control over messaging at lower costs than they incur with celebrities. Consider exploring how virtual influencers might represent your organization, industry and region. Start by identifying and monitoring virtual influencers as part of your social monitoring practice.

By 2026, 60% of millennial and Gen Z consumers will prefer making purchases on social platforms over traditional digital commerce platforms.as part of their digital commerce strategy — motivated by growing customer purchase activity on social channels. Successful social commerce requires a simple but enriching path to purchase. Capitalize on this trend by boosting the quality of content on social media product pages with information that addresses customer needs.

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