<b>Data Tracker</b>: Expect the unexpected

Five technology-driven changes in the marketing environment will lead to a different outcome

Five technology-driven changes in the marketing environment will lead to an outcome that is different from what marketers may have previously expected, research analytics firm Gartner predicts, in a study on the big changes in marketing in the year ahead. To stay ahead, “marketing leaders must tune their antennae to the signals of change and resist accepted wisdom if they aim to benefit from what technology transformation has in store for them,” said Charles Golvin, research director, Gartner for Marketers in the report

1. Twenty per cent of brands will abandon their mobile apps by 2019

1. Despite significant