Gartner Research

Realize the Marketing Impact of New Technology

Published: 12 December 2014

ID: G00265162

Analyst(s): Stephen Prentice, Andrew Frank


The impact of emerging marketing technologies frequently extends beyond initial adoption. Marketing leaders can use this three-level framework to assess the broader opportunities.

Table Of Contents


  • First-Order Impacts
  • Second-Order Impacts
  • Third-Order Impacts
  • Some Examples
    • Google
    • Augmented Reality/Content Recognition
    • 3D Printing
  • What to Do Next

Gartner Recommended Reading

©2021 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.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.