CONFIDENTIAL AND PROPRIETARYThis presentation, including any supporting materials, is owned by Gartner, Inc. and/or its affiliates and is for the sole use of the intended Gartner audience or other intended recipients. This presentation may contain information that is confidential,proprietary or otherwise legally protected, and it may not be further copied, distributed or publicly displayed without the express written permission of Gartner, Inc. or its affiliates. © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
Adam SarnerMichael McGuire
Top Emerging Trends in Digital MarketingAnd Which Will Have the Greatest
Impact for Digital Marketers
#GartnerDMC1 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
The Digital Marketing Hype Cycle: Most Trends Will Plateau in Less Than 5 Years
Innovation
Trigger
Peak of
Inflated
Expectations
Trough of
DisillusionmentSlope of Enlightenment
Plateau of
Productivity
time
expectations
Plateau will be reached in:
less than 2 years 2 to 5 years 5 to 10 years more than 10 years
obsolete
before plateau
As of July 2014Real-Time Marketing
Marketing Talent Communities
Programmatic Direct Advertising
Digital Marketing HubsMobile Marketing Analytics
Marketing Technology IntegratorsMultichannel Attribution
Social Co-browsing
Augmented RealityNeurobusiness
Digital CommerceAutomatic Content Recognition
Commerce ExperiencesContent Marketing
Responsive DesignTag Management
Digitalized Business Processes
Data-Driven Marketing
Data Management
Platforms (Advertising)
Native AdvertisingPrivacy Management Tools
Social Marketing
Crowdsourcing
Social Analytics
Advocacy/Loyalty Marketing Event-Triggered MarketingMultichannel Marketing
Social CommerceDigital Offers
Social TV
In-App Advertising
Real-Time Bidding (Advertising)
Social Media
Distribution
Online Product
Recommendation Engine
Online Advertising
Data Exchanges
Campaign SegmentationDigital Out-of-HomeDynamic Creative Optimization
Mobile Ticketing
Email Marketing
Mobile Advertising
Lead Management
Idea Management for
Digital Marketing
Predictive Analytics
Web Analytics
Quantified Self
Personalization
Gamification
Persona Management
From "Hype Cycle for Digital Marketing, 2014," 02 July 2014, (G00262698)
#GartnerDMC2 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
Rapid Change Is Fueling Digital Marketing
#GartnerDMC3 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
And Sometimes Change Doesn't Work
#GartnerDMC4 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
Which Trends Will Be Most Impactful to Marketers?
5 Underlying Trends New Emerging Trends Prevailing Trends
The Purchase Funnel Is
Blown to Bits
Real-Time Marketing Social Marketing
CRM Is Dead Quantified Self Advocacy/Loyalty Marketing
The Rise of Big Data Digital Marketing Hubs Lead Management
The Rise of Big Content Multichannel Attribution Email Marketing
The Experience Economy Content Marketing
Responsive Design
#GartnerDMC5 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
Which Trends Will Be Most Impactful to Marketers?
5 Underlying Trends New Emerging Trends Prevailing Trends
The Purchase Funnel Is
Blown to Bits
Real-Time Marketing Social Marketing
CRM Is Dead Quantified Self Advocacy/Loyalty Marketing
The Rise of Big Data Digital Marketing Hubs Lead Management
The Rise of Big Content Multichannel Attribution Email Marketing
The Experience Economy Content Marketing
Responsive Design
#GartnerDMC6 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
No. 1: The Purchase Funnel Is Blown to Bits
#GartnerDMC7 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
No. 1: The Purchase Funnel Is Blown to Bits
How do I track and respond to intent?
#GartnerDMC8 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
No. 2: CRM Is Dead The Customer Manages the Relationship
#GartnerDMC9 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
How do you meet customers on their terms?
No. 2: CRM Is Dead The Customer Manages the Relationship
#GartnerDMC10 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
No. 3: The Rise of Big Data
#GartnerDMC11 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
No. 3: The Rise of Big Data
How do I use data to drive engagement?
#GartnerDMC12 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
• Creation
• Curation
• Cultivation
Create Curate
Cultivate
No. 4: The Rise of Big Content
Sourcing:
#GartnerDMC13 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
No. 4: The Rise of Big Content
• Creation
• Curation
• Cultivation
Create Curate
Cultivate
Sourcing:
How do I rise above the noise?
#GartnerDMC14 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
PaidVoice
Valence
Value
Product
Process People
Context
Growth
Attraction
Loyalty Advocacy
MultichannelOwned
Earned
Paid
No. 5: The Experience Economy
#GartnerDMC15 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
PaidVoice
Valence
Value
Product
Process People
Context
Growth
Attraction
Loyalty Advocacy
MultichannelOwned
Earned
Paid
No. 5: The Experience Economy
How do I deliver extraordinary branded moments?
#GartnerDMC16 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
Five Phases of the Hype Cycle
Innovation Trigger
Peak of
Inflated Expectations
Trough of Disillusionment
Slope of EnlightenmentPlateau of
Productivity
time
expectations
#GartnerDMC17 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
Which Trends Will Be Most Impactful to Marketers?
5 Underlying Trends New Emerging Trends Prevailing Trends
The Purchase Funnel Is
Blown to Bits
Real-Time Marketing Social Marketing
CRM Is Dead Quantified Self Advocacy/Loyalty Marketing
The Rise of Big Data Digital Marketing Hubs Lead Management
The Rise of Big Content Multichannel Attribution Email Marketing
The Experience Economy Content Marketing
Responsive Design
#GartnerDMC18 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
Innovation
Trigger
Peak of
Inflated
Expectations
Trough of
DisillusionmentSlope of Enlightenment
Plateau of
Productivity
time
expectations
Plateau will be reached in:
less than 2 years 2 to 5 years 5 to 10 years more than 10 years
obsolete
before plateau
As of July 2014Real-Time Marketing
Marketing Talent Communities
Programmatic Direct Advertising
Digital Marketing HubsMobile Marketing Analytics
Marketing Technology IntegratorsMultichannel Attribution
Social Co-browsing
Augmented RealityNeurobusiness
Digital CommerceAutomatic Content Recognition
Commerce ExperiencesContent Marketing
Responsive DesignTag Management
Digitalized Business Processes
Data-Driven Marketing
Data Management
Platforms (Advertising)
Native AdvertisingPrivacy Management Tools
Social Marketing
Crowdsourcing
Social Analytics
Advocacy/Loyalty Marketing Event-Triggered MarketingMultichannel Marketing
Social CommerceDigital Offers
Social TV
In-App Advertising
Real-Time Bidding (Advertising)
Social Media
Distribution
Online Product
Recommendation Engine
Online Advertising
Data Exchanges
Campaign SegmentationDigital Out-of-HomeDynamic Creative Optimization
Mobile Ticketing
Email Marketing
Mobile Advertising
Lead Management
Idea Management for
Digital Marketing
Predictive Analytics
Web Analytics
Quantified Self
Personalization
Gamification
Persona Management
Hype Cycle for Digital Marketing
From "Hype Cycle for Digital Marketing, 2014," 02 July 2014, (G00262698)
Real-Time Marketing
#GartnerDMC19 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
Marketing Moves in Real-Time
#GartnerDMC20 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
Hype Cycle for Digital Marketing
Innovation
Trigger
Peak of
Inflated
Expectations
Trough of
DisillusionmentSlope of Enlightenment
Plateau of
Productivity
time
expectations
Plateau will be reached in:
less than 2 years 2 to 5 years 5 to 10 years more than 10 years
obsolete
before plateau
As of July 2014Real-Time Marketing
Marketing Talent Communities
Programmatic Direct Advertising
Digital Marketing HubsMobile Marketing Analytics
Marketing Technology IntegratorsMultichannel Attribution
Social Co-browsing
Augmented RealityNeurobusiness
Digital CommerceAutomatic Content Recognition
Commerce ExperiencesContent Marketing
Responsive DesignTag Management
Digitalized Business Processes
Data-Driven Marketing
Data Management
Platforms (Advertising)
Native AdvertisingPrivacy Management Tools
Social Marketing
Crowdsourcing
Social Analytics
Advocacy/Loyalty Marketing Event-Triggered MarketingMultichannel Marketing
Social CommerceDigital Offers
Social TV
In-App Advertising
Real-Time Bidding (Advertising)
Social Media
Distribution
Online Product
Recommendation Engine
Online Advertising
Data Exchanges
Campaign SegmentationDigital Out-of-HomeDynamic Creative Optimization
Mobile Ticketing
Email Marketing
Mobile Advertising
Lead Management
Idea Management for
Digital Marketing
Predictive Analytics
Web Analytics
Quantified Self
Personalization
Gamification
Persona Management
From "Hype Cycle for Digital Marketing, 2014," 02 July 2014, (G00262698)
Quantified Self
#GartnerDMC21 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
Quantified Self: Gateway to IOT and Emerging Real-Time Touch Point for Marketers
Quantified Self
Lifelogging
PersonalSensors
Sousveillance
BiohackingMobile Apps
Wearable Computing
Internet of Things
#GartnerDMC22 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
Innovation
Trigger
Peak of
Inflated
Expectations
Trough of
DisillusionmentSlope of Enlightenment
Plateau of
Productivity
time
expectations
Plateau will be reached in:
less than 2 years 2 to 5 years 5 to 10 years more than 10 years
obsolete
before plateau
As of July 2014Real-Time Marketing
Marketing Talent Communities
Programmatic Direct Advertising
Digital Marketing HubsMobile Marketing Analytics
Marketing Technology IntegratorsMultichannel Attribution
Social Co-browsing
Augmented RealityNeurobusiness
Digital CommerceAutomatic Content Recognition
Commerce ExperiencesContent Marketing
Responsive DesignTag Management
Digitalized Business Processes
Data-Driven Marketing
Data Management
Platforms (Advertising)
Native AdvertisingPrivacy Management Tools
Social Marketing
Crowdsourcing
Social Analytics
Advocacy/Loyalty Marketing Event-Triggered MarketingMultichannel Marketing
Social CommerceDigital Offers
Social TV
In-App Advertising
Real-Time Bidding (Advertising)
Social Media
Distribution
Online Product
Recommendation Engine
Online Advertising
Data Exchanges
Campaign SegmentationDigital Out-of-HomeDynamic Creative Optimization
Mobile Ticketing
Email Marketing
Mobile Advertising
Lead Management
Idea Management for
Digital Marketing
Predictive Analytics
Web Analytics
Quantified Self
Personalization
Gamification
Persona Management
Hype Cycle for Digital Marketing
From "Hype Cycle for Digital Marketing, 2014," 02 July 2014, (G00262698)
Digital Marketing Hubs
#GartnerDMC23 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
The Case for Emerging Digital Marketing Hubs
Source: Gartner for Marketing Leaders
Bre
ad
th
Extensibility
Discrete Features
PointTool
Bundled Features
Suite
Standardized Services
Platform
Converged Capabilities
Hub
Data
Content
Orchestration
Analytics
#GartnerDMC24 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
Gartner Digital Marketing Transit Map
Product Station
Vendor Station
Offline Connection
AD. OPS.
DATA OPS.
MOBILITY
WEB OPS.
SOCIAL OPS.
DESIGN
MARKETING OPS.
CREATIVE
Connection to CMO
Connections to Sales and Service
Connection to General Ad.
Connection to IT Connection to
Business Intelligence
Web Content Mgmt.Web Analytics
Virtual Actors
Video Ad. Networks
Video Ad. Mgmt.
Venues
User Groups
UXP
UX Design
Tag Mgmt.
Social TVSocial Networks
Social Mktg. Mgmt.
Social Commerce
Social Apps
Social Analytics
Social Ads.
Smart Kiosks
Site Retargeting
Search Retargeting
Search Engines
SEO Tools
SEM Platforms
Rich Media Search
Real-Time DecisioningQR Codes
Programmatic Media
Program Guide
Promo.
Reviews & Recs.Embedded Merch.
Product Design
Compliance
PredictiveCampaignAnalytics
OTT Video Online Video Publishing
Online Retailers
Data Exchanges
NFC
Natural Language
Questioning
Native Ads.
Campaign Mgmt.
Mobile Search
Mobile Messaging & Commerce
Mobile Media & Targeting
Mobile App & Content Svs Mobile App
Marketplace
Mobile Analytics
Mobile Ad.
Networks
Microsensors
MediaLabs
Media Companies
Media Agencies
Mktg. Service
Providers
Mktg. Resource
Mgmt.
Management Consultants
Mktg. Analytics
LeadMgmt.
In-Game Ads.
Idea Mgmt.
IT Service Providers
Geotargeting
Geofencing
Gamification Tools
Finger-Printing
Experience Targeting
Emotion Detection
Email Mktg.
E-Commerce Enablers
Dynamic Creative
DOOH Media Svcs.
Digital Offers
Media Metrics
DM HUB
Digital Asset Mgmt.
Digital Agencies
Data Warehouses
DMP
Customer AnalyticsCrowdsourcing
Content Mktg.
Data Providers
Communities
CSPsCensus and Panel Data
Business Process
Outsourcers
Blogs
Automatic Content Recognition
Augmented Reality
Attribution
Agile Mktg. PMAgency Holding
Companies
Advocacy Mktg.
Addressable TV
Ad Verification
Online Ad Networks
Ad Exchanges
A/B Testing
MOBILE
STRATEGY
EMERGING TECH.
ANALYTICS
AD. TECH
UX
SOCIAL
COMMERCE
Mktg. Mgmt.
SEARCH
CREATIVE
RT DATA
DM HUB
#GartnerDMC25 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
Hype Cycle for Digital Marketing
Innovation
Trigger
Peak of
Inflated
Expectations
Trough of
DisillusionmentSlope of Enlightenment
Plateau of
Productivity
time
expectations
Plateau will be reached in:
less than 2 years 2 to 5 years 5 to 10 years more than 10 years
obsolete
before plateau
As of July 2014Real-Time Marketing
Marketing Talent Communities
Programmatic Direct Advertising
Digital Marketing HubsMobile Marketing Analytics
Marketing Technology IntegratorsMultichannel Attribution
Social Co-browsing
Augmented RealityNeurobusiness
Digital CommerceAutomatic Content Recognition
Commerce ExperiencesContent Marketing
Responsive DesignTag Management
Digitalized Business Processes
Data-Driven Marketing
Data Management
Platforms (Advertising)
Native AdvertisingPrivacy Management Tools
Social Marketing
Crowdsourcing
Social Analytics
Advocacy/Loyalty Marketing Event-Triggered MarketingMultichannel Marketing
Social CommerceDigital Offers
Social TV
In-App Advertising
Real-Time Bidding (Advertising)
Social Media
Distribution
Online Product
Recommendation Engine
Online Advertising
Data Exchanges
Campaign SegmentationDigital Out-of-HomeDynamic Creative Optimization
Mobile Ticketing
Email Marketing
Mobile Advertising
Lead Management
Idea Management for
Digital Marketing
Predictive Analytics
Web Analytics
Quantified Self
Personalization
Gamification
Persona Management
From "Hype Cycle for Digital Marketing, 2014," 02 July 2014, (G00262698)
Multichannel Attribution
#GartnerDMC26 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
User level
Optimization of user experience
Marketing mix
Allocation of marketing budgets
(Advertising, direct marketing, trade promo., sales force, pricing)
Media mix
Allocation of media budgets
(Broadcasting, print, digital, out-of-home)
Multichannel (hybrid)
Optimization of media budgets
(Offline, digital combinations)
Digital multichannel
Allocation of digital media budgets
(Search, display, programmatic, email, social, mobile, video)
Digital in-channel
Optimization of digital media budgets
(Keywords) (websites) (audience segments)
Business rules Algorithmic CausalEconometrics
Scope
Method
Precision
Co
mp
lex
ity
Multichannel Attribution: A Holy Grail for Marketing
#GartnerDMC27 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
Innovation
Trigger
Peak of
Inflated
Expectations
Trough of
DisillusionmentSlope of Enlightenment
Plateau of
Productivity
time
expectations
Plateau will be reached in:
less than 2 years 2 to 5 years 5 to 10 years more than 10 years
obsolete
before plateau
As of July 2014Real-Time Marketing
Marketing Talent Communities
Programmatic Direct Advertising
Digital Marketing HubsMobile Marketing Analytics
Marketing Technology IntegratorsMultichannel Attribution
Social Co-browsing
Augmented RealityNeurobusiness
Digital CommerceAutomatic Content Recognition
Commerce ExperiencesContent Marketing
Responsive DesignTag Management
Digitalized Business Processes
Data-Driven Marketing
Data Management
Platforms (Advertising)
Native AdvertisingPrivacy Management Tools
Social Marketing
Crowdsourcing
Social Analytics
Advocacy/Loyalty Marketing Event-Triggered MarketingMultichannel Marketing
Social CommerceDigital Offers
Social TV
In-App Advertising
Real-Time Bidding (Advertising)
Social Media
Distribution
Online Product
Recommendation Engine
Online Advertising
Data Exchanges
Campaign SegmentationDigital Out-of-HomeDynamic Creative Optimization
Mobile Ticketing
Email Marketing
Mobile Advertising
Lead Management
Idea Management for
Digital Marketing
Predictive Analytics
Web Analytics
Quantified Self
Personalization
Gamification
Persona Management
Hype Cycle for Digital Marketing
From "Hype Cycle for Digital Marketing, 2014," 02 July 2014, (G00262698)
Content Marketing
#GartnerDMC28 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
Content Marketing: Building a Content Marketing Supply Chain
• In-House
• Agencies
• Talent Communities
Manufacturing
• Creation
• Curation
• Cultivation
Sourcing
• Ambient
• Responsive
• Calendar-driven
Distribution
#GartnerDMC29 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
Innovation
Trigger
Peak of
Inflated
Expectations
Trough of
DisillusionmentSlope of Enlightenment
Plateau of
Productivity
time
expectations
Plateau will be reached in:
less than 2 years 2 to 5 years 5 to 10 years more than 10 years
obsolete
before plateau
As of July 2014Real-Time Marketing
Marketing Talent Communities
Programmatic Direct Advertising
Digital Marketing HubsMobile Marketing Analytics
Marketing Technology IntegratorsMultichannel Attribution
Social Co-browsing
Augmented RealityNeurobusiness
Digital CommerceAutomatic Content Recognition
Commerce ExperiencesContent Marketing
Responsive DesignTag Management
Digitalized Business Processes
Data-Driven Marketing
Data Management
Platforms (Advertising)
Native AdvertisingPrivacy Management Tools
Social Marketing
Crowdsourcing
Social Analytics
Advocacy/Loyalty Marketing Event-Triggered MarketingMultichannel Marketing
Social CommerceDigital Offers
Social TV
In-App Advertising
Real-Time Bidding (Advertising)
Social Media
Distribution
Online Product
Recommendation Engine
Online Advertising
Data Exchanges
Campaign SegmentationDigital Out-of-HomeDynamic Creative Optimization
Mobile Ticketing
Email Marketing
Mobile Advertising
Lead Management
Idea Management for
Digital Marketing
Predictive Analytics
Web Analytics
Quantified Self
Personalization
Gamification
Persona Management
Hype Cycle for Digital Marketing
From "Hype Cycle for Digital Marketing, 2014," 02 July 2014, (G00262698)
Responsive Design
#GartnerDMC30 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
Responsive DesignBuilding Foundations for Mobile Experiences
Trends Rated Critical by Mobile Marketers
Source: Gartner (November 2013)
#GartnerDMC31 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
Which Trends Will Be Most Impactful to Marketers?
5 Underlying Trends New Emerging Trends Prevailing Trends
The Purchase Funnel Is
Blown to Bits
Real-Time Marketing Social Marketing
CRM Is Dead Quantified Self Advocacy/Loyalty Marketing
The Rise of Big Data Digital Marketing Hubs Lead Management
The Rise of Big Content Multichannel Attribution Email Marketing
The Experience Economy Content Marketing
Responsive Design
#GartnerDMC32 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
Innovation Trigger
Peak of
Inflated Expectations
Trough of Disillusionment
Slope of EnlightenmentPlateau of
Productivity
time
expectations
Plateau will be reached in:
less than 2 years 2 to 5 years 5 to 10 years more than 10 years
obsolete
before plateau
As of July 2014Real-Time Marketing
Marketing Talent Communities
Programmatic Direct Advertising
Digital Marketing HubsMobile Marketing Analytics
Marketing Technology IntegratorsMultichannel Attribution
Social Co-browsing
Augmented RealityNeurobusiness
Digital CommerceAutomatic Content Recognition
Commerce ExperiencesContent Marketing
Responsive DesignTag Management
Digitalized Business Processes
Data-Driven Marketing
Data ManagementPlatforms (Advertising)
Native AdvertisingPrivacy Management Tools
Social Marketing
Crowdsourcing
Social Analytics
Advocacy/Loyalty Marketing Event-Triggered MarketingMultichannel Marketing
Social CommerceDigital Offers
Social TV
In-App Advertising
Real-Time Bidding (Advertising)
Social Media Distribution
Online Product Recommendation Engine
Online AdvertisingData Exchanges
Campaign SegmentationDigital Out-of-HomeDynamic Creative Optimization
Mobile Ticketing
Email Marketing
Mobile Advertising
Lead Management
Idea Management for Digital Marketing
Predictive Analytics
Web Analytics
Quantified Self
Personalization
Gamification
Persona Management
Hype Cycle for Digital Marketing
From "Hype Cycle for Digital Marketing, 2014," 02 July 2014, (G00262698)
Social Marketing
#GartnerDMC33 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
Sourcing Technology for Social Marketing: Align With Purpose
IdeaManagement
MarketResearch
Social Media Engagement
SocialAnalytics
SocialCampaigns
New Ideas
Product Development
Listening, Strengthening Brand
Identifying Influencers
Decision Supportfor Purchases
Kindling, Lithium, Brightidea, Salesforce, Mindjet
Talkwalker, NetBase, Infergy, Omnicom
(Communispace) Vision Critical
Hootsuite, Salesforce, Spredfast, Tracx and Sprinklr
Brandwatch, Crimson Hexagon, IBM, Socialbakers
and Synthesio
Adobe, Falcon Social, Shoutlet Salesforce
and Oracle
#GartnerDMC34 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
Hype Cycle for Digital Marketing
Innovation
Trigger
Peak of
Inflated
Expectations
Trough of
DisillusionmentSlope of Enlightenment
Plateau of
Productivity
time
expectations
Plateau will be reached in:
less than 2 years 2 to 5 years 5 to 10 years more than 10 years
obsolete
before plateau
As of July 2014Real-Time Marketing
Marketing Talent Communities
Programmatic Direct Advertising
Digital Marketing HubsMobile Marketing Analytics
Marketing Technology IntegratorsMultichannel Attribution
Social Co-browsing
Augmented RealityNeurobusiness
Digital CommerceAutomatic Content Recognition
Commerce ExperiencesContent Marketing
Responsive DesignTag Management
Digitalized Business Processes
Data-Driven Marketing
Data Management
Platforms (Advertising)
Native AdvertisingPrivacy Management Tools
Social Marketing
Crowdsourcing
Social Analytics
Advocacy/Loyalty Marketing Event-Triggered MarketingMultichannel Marketing
Social CommerceDigital Offers
Social TV
In-App Advertising
Real-Time Bidding (Advertising)
Social Media
Distribution
Online Product
Recommendation Engine
Online Advertising
Data Exchanges
Campaign SegmentationDigital Out-of-HomeDynamic Creative Optimization
Mobile Ticketing
Email Marketing
Mobile Advertising
Lead Management
Idea Management for
Digital Marketing
Predictive Analytics
Web Analytics
Quantified Self
Personalization
Gamification
Persona Management
From "Hype Cycle for Digital Marketing, 2014," 02 July 2014, (G00262698)
Advocacy/Loyalty Marketing
#GartnerDMC35 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
Advocacy/Loyalty Marketing
In the U.S. alone, loyalty membership is approaching the
3 billion mark.
Gartner surveyed 8,000 buyers enrolled in multiple loyalty
programs. A third of those admit to never using them.
Enter Advocacy Marketing
Brand advocates are 50% more likely to influence a
purchase; are four times more active in blogs and forums.
Customers referred by other customers have 37% higher
retention rate.
Brand advocates in B2B 33% to 50% more likely to renew.
#GartnerDMC36 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
Hype Cycle for Digital Marketing
Innovation
Trigger
Peak of
Inflated
Expectations
Trough of
DisillusionmentSlope of Enlightenment
Plateau of
Productivity
time
expectations
Plateau will be reached in:
less than 2 years 2 to 5 years 5 to 10 years more than 10 years
obsolete
before plateau
As of July 2014Real-Time Marketing
Marketing Talent Communities
Programmatic Direct Advertising
Digital Marketing HubsMobile Marketing Analytics
Marketing Technology IntegratorsMultichannel Attribution
Social Co-browsing
Augmented RealityNeurobusiness
Digital CommerceAutomatic Content Recognition
Commerce ExperiencesContent Marketing
Responsive DesignTag Management
Digitalized Business Processes
Data-Driven Marketing
Data Management
Platforms (Advertising)
Native AdvertisingPrivacy Management Tools
Social Marketing
Crowdsourcing
Social Analytics
Advocacy/Loyalty Marketing Event-Triggered MarketingMultichannel Marketing
Social CommerceDigital Offers
Social TV
In-App Advertising
Real-Time Bidding (Advertising)
Social Media
Distribution
Online Product
Recommendation Engine
Online Advertising
Data Exchanges
Campaign SegmentationDigital Out-of-HomeDynamic Creative Optimization
Mobile Ticketing
Email Marketing
Mobile Advertising
Lead Management
Idea Management for
Digital Marketing
Predictive Analytics
Web Analytics
Quantified Self
Personalization
Gamification
Persona Management
From "Hype Cycle for Digital Marketing, 2014," 02 July 2014, (G00262698)
Lead Management
#GartnerDMC37 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
B2B Marketers Are Investing in B2C Technology
• Data Mining • Customer Segmentation • Behavioral Analytics • Multichannel Campaigns• Real-time Marketing
• Lead Management• Event Management • Webinar Applications• Pricing Optimization • Contract Management
B2B
Vendors Developing
B2C
Users Demanding
#GartnerDMC38 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
Hype Cycle for Digital Marketing
Innovation
Trigger
Peak of
Inflated
Expectations
Trough of
DisillusionmentSlope of Enlightenment
Plateau of
Productivity
time
expectations
Plateau will be reached in:
less than 2 years 2 to 5 years 5 to 10 years more than 10 years
obsolete
before plateau
As of July 2014Real-Time Marketing
Marketing Talent Communities
Programmatic Direct Advertising
Digital Marketing HubsMobile Marketing Analytics
Marketing Technology IntegratorsMultichannel Attribution
Social Co-browsing
Augmented RealityNeurobusiness
Digital CommerceAutomatic Content Recognition
Commerce ExperiencesContent Marketing
Responsive DesignTag Management
Digitalized Business Processes
Data-Driven Marketing
Data Management
Platforms (Advertising)
Native AdvertisingPrivacy Management Tools
Social Marketing
Crowdsourcing
Social Analytics
Advocacy/Loyalty Marketing Event-Triggered MarketingMultichannel Marketing
Social CommerceDigital Offers
Social TV
In-App Advertising
Real-Time Bidding (Advertising)
Social Media
Distribution
Online Product
Recommendation Engine
Online Advertising
Data Exchanges
Campaign SegmentationDigital Out-of-HomeDynamic Creative Optimization
Mobile Ticketing
Email Marketing
Mobile Advertising
Lead Management
Idea Management for
Digital Marketing
Predictive Analytics
Web Analytics
Quantified Self
Personalization
Gamification
Persona Management
Email Marketing
From "Hype Cycle for Digital Marketing, 2014," 02 July 2014, (G00262698)
#GartnerDMC39 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
More Email Is Experienced On-the-Go
More email is being consumed on the go, through multiple devices:
Half of marketing emails are opened on a mobile device
BUT, over half of marketers do not have a strategy to address
mobile email
Mobile opens must lead to a good mobile experience to yield results
The shift to mobile consumption also changes ideal delivery time
(depending on call-to-action), though few are testing to
understand impacts
#GartnerDMC40 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
Email Marketing Is Valued Because It's Measurable Through the metrics collected, is your organization able to attribute each activity to a measurable business outcome?
Base = Those who measure each activity (varies by activity)
68 66 65 6357 55 55 54 52
42
26 26 24 28
25 3428 33 33
39
0
10
20
30
40
50
60
70
80
90
100
E-commerce Search engineadvertising
Email marketing Contentmarketing
Display ads. Mobilemarketing
Corporatewebsite activity
Funnel/pipelinemetrics
Search engineoptimization
Socialmarketing
Currently linked to business outcomes In the process of linking to business outcomes
Per
cen
tag
e o
f R
esp
on
den
ts
89% 89% 82% 89% 83% 87% 85%Sum = 94% 81%92%
#GartnerDMC41 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
What to Do Next
• Resist the temptation to chase shiny objects ... for the most part.
• Prepare for speed, agility and rapid customer response — most hyped trends will reach the
plateau in less than five years, erasing competitive advantage.
• Investigate quantified self and see it as an emerging category to extend the brand and become a
major touch point in the customer experience.
• Focus on hubs: Tight coordination of marketing activities around a common view of the customer.
• Tie social to the corporate vision. Show how specific social marketing activities will support it.
This is the path to ROI.
• Align loyalty programs with advocacy techniques.
• Expand B2B lead management investments to take advantage of B2C tech.
• Re-think email. It's mobile, serves as "connected tissue" for other channels and is
more measurable.
#GartnerDMC42 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
Hype Cycle for Digital Marketing, 2014
Adam Sarner and Jake Sorofman (G00262698)
Leading Change in the Digital Marketing Transformation
Jake Sorofman (G00255282)
How to Evaluate Multichannel Campaign Management Applications
Adam Sarner, Jennifer S. Beck and Others (G00261701)
Content Marketing Pushes Digital Marketers to Adopt Newsroom Habits
Jake Sorofman and Allen Weiner (G00250220)
Ensure Emerging Trends and Technologies Advance Your Marketing Strategy
Jackie Fenn and Richard Fouts (G00237993)
Designing the Marketing Organization
Richard Fouts (G00252354)
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