Gartner Research

Hype Cycle for Digital Marketing and Advertising, 2018

Published: 25 July 2018

ID: G00338686

Analyst(s): Mike McGuire , Bryan Yeager

Summary

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

Analysis

  • 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

Gartner Recommended Reading

©2019 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