Gartner Research

Hype Cycle for Digital Marketing and Advertising, 2017

Published: 19 July 2017

ID: G00314367

Analyst(s): Mike McGuire , Bryan Yeager


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.

Table Of Contents


  • 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

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?

Purchase this Document

To purchase this document, you will need to register or sign in above

Become a client

Learn how to access this content as a Gartner client.