Gartner Research

Hype Cycle for Digital Marketing and Advertising, 2016

Published: 15 July 2016

ID: G00304213

Analyst(s): Mike McGuire , Andrew Frank


Improved customer experiences with contextually relevant messages built on complete profiles of customers and prospects point to a data-centric future for marketers. This year's Hype Cycle spotlights technologies that marketers can harness to drive data-enriched strategies and campaigns.

Table Of Contents


  • What You Need to Know
  • The Hype Cycle
  • The Priority Matrix
  • Off the Hype Cycle
  • On the Rise
    • General-Purpose Machine Intelligence
    • Ad Blocking
    • Customer Data Platforms
    • Real-Time Marketing
    • Personification
    • Programmatic TV Advertising
    • Cross-Device Identification
    • Virtual Personal Assistants
    • Programmatic Direct Advertising
  • At the Peak
    • Augmented Reality Marketing
    • Customer Journey Analytics
    • Marketing Talent Communities
    • Multidimensional Campaign Segmentation
    • Mobile Marketing Analytics
    • Predictive Analytics
    • Shoppable Media
    • Digital Marketing Hubs
    • Predictive B2B Marketing Analytics
    • Voice of the Customer
    • Data-Driven Marketing
    • Mobile Commerce
    • Bluetooth Beacons
    • Multitouch Attribution
    • Tag Management
    • Wearables
    • Mobile Wallet
  • Sliding Into the Trough
    • Multichannel Marketing
    • Event-Triggered Marketing
    • Responsive Design
    • Advocacy Marketing
    • Data Management Platforms (Advertising)
    • Native Advertising
    • Content Marketing
    • Social Marketing
    • Social Analytics
    • In-App Advertising
    • Real-Time Bidding (Advertising)
  • Climbing the Slope
    • Online Advertising Data Exchanges
    • Personalization
    • Digital Out-of-Home
    • Dynamic Creative Optimization
  • Appendixes
    • Hype Cycle Phases, Benefit Ratings and Maturity Levels

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