Gartner Research

Hype Cycle for Digital Marketing, 2014

Published: 02 July 2014

ID: G00262698

Analyst(s): Jake Sorofman, Adam Sarner


Digital marketing leaders are under increased pressure to find and exploit new growth opportunities. Our annual research handicaps the marketing technology categories that will most likely help you realize benefits and enable you to return to the basics.

Table Of Contents


  • What You Need to Know
  • The Hype Cycle
  • The Priority Matrix
  • Off the Hype Cycle
  • On the Rise
    • Real-Time Marketing
    • Marketing Talent Communities
    • Persona Management
    • Programmatic Direct Advertising
    • Quantified Self
    • Digital Marketing Hubs
    • Mobile Marketing Analytics
    • Marketing Technology Integrators
    • Multichannel Attribution
    • Social Co-browsing
    • Augmented Reality
    • Neurobusiness
    • Digital Commerce
  • At the Peak
    • Automatic Content Recognition
    • Digitalized Business Processes
    • Commerce Experiences
    • Content Marketing
    • Responsive Design
    • Tag Management
    • Data-Driven Marketing
    • Data Management Platforms (Advertising)
    • Native Advertising
    • Privacy Management Tools
    • Social Marketing
    • Crowdsourcing
  • Sliding Into the Trough
    • Advocacy/Loyalty Marketing
    • Event-Triggered Marketing
    • Multichannel Marketing
    • Social Analytics
    • Social TV
    • Personalization
    • Social Commerce
    • Digital Offers
    • Gamification
    • In-App Advertising
    • Real-Time Bidding (Advertising)
    • Online Product Recommendation Engine
    • Social Media Distribution
    • Online Advertising Data Exchanges
  • Climbing the Slope
    • Campaign Segmentation
    • Digital Out-of-Home
    • Dynamic Creative Optimization
    • Mobile Ticketing
    • Mobile Advertising
    • Lead Management
  • Entering the Plateau
    • Email Marketing
    • Idea Management for Digital Marketing
    • Predictive Analytics
    • Web Analytics
  • Appendixes
    • Hype Cycle Phases, Benefit Ratings and Maturity Levels

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