The Hype Cycle for Digital Marketing and Advertising, 2016 from Gartner revealed major forces that drives the growth of Marketing Technologies (Martech) and advertising Technology (Adtech). This special report is a useful tool for digital marketers and advertisers to strategise and plan the use and disposal of more than 2,000 technologies to solve business problems and grab opportunities.
Personalization, the use of contextual clues, real-time marketing and the convergence of Martech and Adtech are the four main forces that will drive data-centric marketing.
Personalization is tremendously growing. Gartner noted that personalization and personification technology are tremendously growing. However, the Gartner also stated that it is one of the top challenges faced by marketers. About a third of them finds it difficult to reach audiences at the right time and determine the channel best suited to provide solutions to customers.
Contextual clues. The interest on mobile devices such as wearables and the internet of things (IoT) are growing among marketers due to “contextual cues” by consumers e.g their presence near a location.
Real-time marketing. The need to respond to customers at the right moment and lead customers to make a purchase makes mobile marketing and predictive analytics a major focus among marketers.
Convergence of Martech and Adtech. Gartner noted: “Product categories such as data management platforms (DMPs), marketing analytics, marketing automation and predictive analytics are increasingly shared in Martech and Adtech stacks.”
To read a summary, click here. Access the special report, Gartner’s 2016 Hype Cycle for Digital Marketing and Advertising Identifies Four Forces Driving a Data-Centric Future for Marketers.