In their session at the Gartner Digital Marketing Conference, Adam Sarner and Mike McGuire, research vice presidents for Gartner for Marketing Leaders, pinpointed specific trends on the Gartner Digital Marketing hype cycle to describe which ones will have the most impact on digital marketers.
The hype cycle illustrates technologies that move through the peak of expectations to the trough of disillusionment and eventually to the plateau of productivity. The trends break out into underlying trends, emerging trends, and prevailing trends that continue to provide value to marketers.