Gartner Research

Hype Cycle for Digital Marketing and Advertising, 2018

Published: 25 July 2018

ID: G00338686

Analyst(s): Mike McGuire , Bryan Yeager


As marketers double-down on data-driven strategies to deliver growth, they must address growing demands from consumers and regulators for more control over personal data usage. Use this year's Hype Cycle to prioritize technology investments that strike a balance when delivering relevant experiences.

Table Of Contents


  • What You Need to Know
  • The Hype Cycle
  • The Priority Matrix
  • Off the Hype Cycle
  • On the Rise
    • Blockchain for Advertising
    • Consent Management
    • Visual Search for Marketing
    • Real-Time Marketing
    • Artificial Intelligence for Marketing
    • Personification
    • Header Bidding
    • Programmatic TV Advertising
    • Customer Journey Analytics
  • At the Peak
    • Conversational Marketing
    • Augmented and Virtual Reality Marketing
    • Multichannel Marketing Hubs
    • Multidimensional Campaign Segmentation
    • Customer Data Platforms
    • Mobile Wallet Marketing
    • Predictive Analytics
    • Location Intelligence for Marketing
    • Shoppable Media
    • Identity Resolution
    • Voice of the Customer
    • Ad Blocking
  • Sliding Into the Trough
    • Account-Based Marketing
    • Wearables
    • Mobile Marketing Analytics
    • Data-Driven Marketing
    • Event-Triggered Marketing
    • Ad Verification
    • Bluetooth Beacons
    • Multitouch Attribution
    • Influencer and Advocacy Marketing
    • Native Advertising
    • Personalization Engines
    • Social Analytics
  • Climbing the Slope
    • Content Marketing
    • Social Marketing Management Platforms
  • Entering the Plateau
    • Data Management Platforms (Advertising)
  • Appendixes
    • Hype Cycle Phases, Benefit Ratings and Maturity Levels

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