Marketers are trying to find a balance in the midst of massive destabilizing forces, according to a recent study from research firm Gartner. The new balance that will emerge in a few years will leave a landscape that looks significantly different from the one that currently exists.

Voice interfaces and bite-sized videos are causing marketers to re-think how they communicate, the report notes. Privacy laws mean that consumers have to agree on data usage.

Meanwhile, analytics organizations are “bloated,” while automation is disrupting creative production, the ability to understand all processes and the skillset of available staff.

Gartner: Companies now spending more on marketing technology than on salaries for their marketing staff