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How to enjoy the ride through marketing’s latest tech
The Digital Marketing and Advertising Hype Cycle 2016
Innovation trigger The Hype Cycle starts when a breakthrough, public demonstration, product launch, or some other event generates press and industry interest in a technology innovation.
Peak of Inflated Expectations Hype and press grow around the hopes for the new technology and outpaces what the tech can actually deliver. In some cases an investment bubble forms at this stage.
Trough of Disillusionment Inevitably, impatience for results begins to replace the original excitement about potential value. Problems in performance, slower-than-expected adoption or a failure to create revenue in the time anticipated all lead to disappointment and the hype wanes.
Slope of Enlightenment Some early adopters overcome the initial hurdles, begin to experience benefits and recommit efforts to move forward. Drawing on the experience of the early adopters, understanding grows about where and how the technology can be used to good effect and, just as importantly, where it brings little or no value.
Plateau of Productivity With the real-world benefits of the technology demonstrated and accepted, growing numbers of organizations feel comfortable with the now greatly reduced levels of risk. A sharp uptick ("hockey stick") in adoption begins, and penetration accelerates rapidly as a result of productive and useful value.
The Gartner 2016-2017 Digital Marketing and Advertising Hype Cycle reveals where this year’s technologies are in their hype life cycle. Lets explore your next move...
First, let’s take a look at how Gartner Hype Cycles help you decide when you should invest in new technologies by understanding their maturity and adoption. With it, you’ll be better informed to make your next investment.
Understanding Gartner Hype Cycles
This year’s Hype Cycle spotlights marketing and advertising technologies that allow you to: • Use data to drive strategy • Measure everything and stop making decisions with your gut • Get closer to one-to-one engagement with your customers in real time
What to look for in 2016 – 2017
What it is: Machines with capabilities similar to people in areas such as learning and reasoning. Maturity: Embryonic Our advice: Wait for significant progress before investing.
What it is: The use of software to remove or filter online content identified as adverstising. Maturity: Emerging Our advice: Keeps ads relevant and visible as delivery services evolve.
What it is: An integrated customer database to enable customer modeling and improve customer experience. Maturity: Emerging Our Advice: Choose vendor offerings based on level of integration and support.
Innovation Trigger
The Hype Cycle starts with launch and announcement of new tech. Let the hype begin!
Customer Data Platforms
General-Purpose Machine Intelligence (GPMI)
Ad Blocking
What it is: Measure the behaviors of mobile web and app users to enable marketers to optimize experiences and messaging. Maturity: Adolescent Our advice: Expect change and prioritize flexibility.
What it is: SaaS-based applications to identify leads with a higher propensity to buy. Maturity: Emerging Our advice: Screen vendors based on data sources, expertise and security.
What it is: Enables users to make transactions from a mobile device. Maturity: Adolescent Our advice: Select mobile providers based on payment support and ability to integrate functions.
Peak of Expectations
A wave of “buzz” builds for this new technology and rises above the current reality of its capabilities.
Mobile Wallet
Predictive B2B Marketing Analytics
Mobile Marketing Analytics
What it is: Support customer segmentation, targeting and optimization of digital advertising. Maturity: Early mainstream Our Advice: Uncharted opportunities and risks-proceed with caution.
What it is: Designed to blend in with its surrounding media context by matching stylistic and thematic elements. Maturity: Adolescent Our advice: Strike the right balance where consumers find value, without feeling deceived.
What it is: Communications on social networks like Facebook, Snapchat, company-sponsored or private communities. Maturity: Early mainstream Our Advice: Use social marketing programs to create dialogue with customers.
Trough of Disillusionment
Problems with performance, adoption or failure to deliver financial returns all lead to missed expectations, and disillusionment sets in.
Native Advertising and Content Marketing
Social Marketing
Data Management Platforms
What it is: Application of context about a user to tailor content and maximize conversion. Maturity: Early mainstream Our Advice: Use to deepen engagement and improve business.
What it is: Hardware, software and services that support the electronic distribution of content to networked screens. Maturity: Adolescent Our Advice: The time is right to invest in DOOH to support data-driven marketing.
Slope of Enlightenment
Some early adopters overcome the initial hurdles, begin to experience benefits and recommit efforts to move forward.
Personalization
Digital Out of Home
Remember, technology that has graduated to productivity and is no longer on the hype cycle is still important and worthy of investment.
Plateau of Productivity
At this stage, the technology is widely accepted and adopted. Early investors and adopters rejoice.
The hype is over and real-world usefulness begins. For those who invested at the right time the rewards are great.
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Hype Cycle for Digital Marketing and Advertising 2016