Predicting the future of marketing? Gartner's report aims to do just that. According to the report, several key trends can be expected between now and 2028.
For a start, a decline in the use of social media can be expected between now and 2025. Users see a deterioration in the quality of the platforms attributed to misinformation, user toxicity, the presence of bots and growing concern over the integration of generative AI within the platforms. Also, according to the report, the use of AI-powered search engines will lead to a decrease in organic search traffic for brands. Although generative AI is widely adopted, the report suggests an increase in distrust among consumers, driving them to favor brands with authentic, human positioning. The use of AI-generated content will require transparency to preserve consumer trust.
The Gartner report underlines the importance of marketing professionals revising their strategies to adapt to these evolutions.
