Gartner Research

Hype Cycle for Digital Marketing and Advertising, 2017

Published: 19 July 2017


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.

Included in Full Research

  • 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


Mike McGuire Bryan Yeager

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