Hype Cycle for Digital Marketing and Advertising, 2017

Archived Published: 19 July 2017 ID: G00314367

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Marketers pursuing tailored, real-time engagement require a strong, flexible data foundation that increasingly involves transformative applications of artificial intelligence (AI). Prioritize your marketing technology investments that support data-enriched experiences with this year's Hype Cycle.

Table of Contents

  • Analysis
    • What You Need to Know
    • The Hype Cycle
    • The Priority Matrix
    • Off the Hype Cycle
    • On the Rise
      • Real-Time Marketing
      • Artificial Intelligence for Marketing
      • Personification
      • Programmatic TV Advertising
      • Cross-Device Identification
    • At the Peak
      • Customer Journey Analytics
      • Ad Blocking
      • Ad Verification
      • Augmented and Virtual Reality Marketing (AR & VR)
      • Multidimensional Campaign Segmentation
      • Customer Data Platforms
      • Predictive Analytics
      • Virtual Assistants
      • Account-Based Marketing (ABM)
      • Mobile Marketing Analytics
      • Shoppable Media
      • Voice of the Customer
      • Programmatic Direct Advertising
      • Data-Driven Marketing
      • Bluetooth Beacons
      • Wearables
    • Sliding Into the Trough
      • Tag Management
      • Multitouch Attribution
      • Event-Triggered Marketing
      • Advocacy Marketing
      • Digital Wallet
      • Native Advertising
      • Multichannel Marketing
      • Mobile Commerce
      • Social Marketing
      • Digital Marketing Hubs
      • Content Marketing
      • Responsive Design
      • Social Analytics
      • Data Management Platforms (Advertising)
    • Climbing the Slope
      • In-App Advertising
      • Real-Time Bidding (Advertising)
      • Personalization
    • Appendixes
      • Hype Cycle Phases, Benefit Ratings and Maturity Levels
  • Gartner Recommended Reading
© 2017 Gartner, Inc. and/or its Affiliates. All Rights Reserved. Reproduction and distribution of this publication in any form without prior written permission is forbidden. The information contained herein has been obtained from sources believed to be reliable. Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartners research may discuss legal issues related to the information technology business, Gartner does not provide legal advice or services and its research should not be construed or used as such. Gartner shall have no liability for errors, omissions or inadequacies in the information contained herein or for interpretations thereof. The opinions expressed herein are subject to change without notice.

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