Gartner Research

Hype Cycle for Digital Marketing, 2013

Published: 23 July 2013


Digital marketers are revolutionizing the entire marketing discipline given advances in technology, access to information and customer access to each other. Gartner's Hype Cycle for Digital Marketing enables you to keep up with current and emerging technologies.

Included in Full Research

  • What You Need to Know
  • The Hype Cycle
    • Where to Look for an Advantage
  • The Priority Matrix
  • Off the Hype Cycle
  • On the Rise
    • Real-Time Marketing
    • Mobile Analytics
    • Programmatic Premium Advertising
    • Multichannel Attribution
    • Commerce Everywhere
    • Automatic Content Recognition
    • Data-Driven Marketing
    • Social TV
    • Content Marketing
    • Data Management Platforms (Advertising)
    • Neurobusiness
  • At the Peak
    • Commerce Experiences
    • Native Advertising
    • Responsive Design
    • Tag Management
    • Digital Marketing Hubs
    • Privacy Management Tools
    • Social Marketing
    • Crowdsourcing
    • Social Commerce
    • Social Analytics
    • Advocacy/Loyalty Marketing
    • Multichannel Marketing
  • Sliding Into the Trough
    • Digital Offers
    • In-App Advertising
    • Event-Triggered Marketing
    • Gamification
    • Real-Time Bidding (Advertising)
    • Augmented Reality
    • Online Advertising Data Exchanges
    • Sentiment Analysis
    • Dynamic Creative Optimization
    • Digital Out-of-Home
  • Climbing the Slope
    • Campaign Segmentation
    • Online Product Recommendation Engines
    • Mobile Advertising
    • Lead Management
    • Marketing Service Providers
    • Idea Management for Digital Marketing
  • Entering the Plateau
    • Email Marketing
    • Web Analytics
    • Predictive Analytics
    • Mobile Search
  • Appendixes
    • Hype Cycle Phases, Benefit Ratings and Maturity Levels


Jake Sorofman Adam Sarner

Access Research

Already a Gartner client?

Just stopping by?

To view this research and much more, become a client.

Speak with a Gartner specialist to learn how you can access peer and practitioner research backed by proprietary data, insights, advice and tools to help you achieve stronger performance.

By clicking the "Continue" button, you are agreeing to the Gartner Terms of Use and Privacy Policy.

Gartner research: Trusted insight for executives and their teams

What is Gartner research?

Gartner research, which includes in-depth proprietary studies, peer and industry best practices, trend analysis and quantitative modeling, enables us to offer innovative approaches that can help you drive stronger, more sustainable business performance.

Gartner research is unique, thanks to:

Independence and objectivity

Our independence as a research firm enables our experts to provide unbiased advice you can trust.

Actionable insights

Not only is Gartner research unbiased, it also contains key take-aways and recommendations for impactful next steps.

Proprietary methodologies

Our research practices and procedures distill large volumes of data into clear, precise recommendations.

Gartner research is just one of our many offerings.

We provide actionable, objective insight to help organizations make smarter, faster decisions to stay ahead of disruption and accelerate growth.

Tap into our experts

We offer one-on-one guidance tailored to your mission-critical priorities.

Pick the right tools and providers

We work with you to select the best-fit providers and tools, so you avoid the costly repercussions of a poor decision.

Create a network

Connect directly with peers to discuss common issues and initiatives and accelerate, validate and solidify your strategy.

Gartner Marketing Symposium/Xpo™

Connect with CMOs and marketing leaders to get the latest insights on marketing technology, trends, innovation and more.

©2022 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.