Gartner Research

Hype Cycle for Digital Marketing, 2020


Martech innovation and efficiency enable marketing resiliency in the era of COVID-19 and stagnating economies. Use this Hype Cycle to drive your innovation agenda and your ability to respond to changing conditions.

Published: 15 July 2020

ID: G00441648

Analyst(s): Mike McGuire Colin Reid

Table Of Contents


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

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