Gartner Research

Hype Cycle for Digital Marketing and Advertising, 2019

Published: 12 July 2019

ID: G00370002

Analyst(s): Mike McGuire , Colin Reid


As labor, paid media and agency spending decline, marketers are growing spend in innovative technologies. However, executives continue to struggle to align marketing spend and performance to business metrics. Use this Hype Cycle to understand which technologies will drive real value for you.

Table Of Contents


  • What You Need to Know
  • The Hype Cycle
  • The Priority Matrix
  • Off the Hype Cycle
  • On the Rise
    • Blockchain for Advertising
    • Over-the-Top TV Advertising
    • Visual Search for Marketing
    • Consent and Preference Management
    • Personification
  • At the Peak
    • Advanced Supply-Side Bidding
    • Customer Journey Analytics
    • Real-Time Marketing
    • Conversational Marketing
    • Artificial Intelligence for Marketing
    • Customer Data Platforms
  • Sliding Into the Trough
    • Mobile Wallet Marketing
    • Location Intelligence for Marketing
    • Shoppable Media
    • Account-Based Marketing Platforms
    • Event-Triggered Marketing
    • Scannable Marketing
    • Identity Resolution
    • Predictive Analytics
    • Ad Blocking
    • Multitouch Attribution
    • Native Advertising
    • Personalization Engines
    • Influencer and Advocacy Marketing
    • Multichannel Marketing Hubs
    • Social Analytics
    • Ad Verification
  • Climbing the Slope
    • Mobile Marketing Analytics
  • Appendixes
    • Hype Cycle Phases, Benefit Ratings and Maturity Levels

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