Today’s customers expect unified and coordinated messaging across screens and channels, and that expectation drives unification of multichannel marketing and advertising activities. For example, one morning a customer receives an email from a large watch brand. Later that day, the customer searches online for watches. On his way home, he sees a mobile advertisement for a watch. Both of the later engagements were triggered by the email sent to him in the morning.
This convergence of marketing technology and advertising technology is one of the key trends in the 2016 Gartner Hype Cycle for Digital Marketing and Advertising.
Mike McGuire, research vice president, Gartner for Marketers, outlined this convergence and other key takeaways in the 2016 Hype Cycle for Digital Marketing and Advertising and noted that “improved customer experiences with contextually relevant messages built on complete profiles of customers and prospects point to a data-centric future for marketers.”
In the report, Mr. McGuire outlined five forces driving the evolution of emerging marketing and advertising technologies. Three of these forces in particular highlight the patterns of change and evolution in the marketing and advertising space.