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. These tends are rising to the peak of inflated expectations and will reach the plateau of productivity in less than five years: Real-time marketing. This moves in customer time as consumers create links to each other and to brands.
Gartner has identified four technologies it's claiming have the capability to transform how marketers run technology ecosystems and, ultimately, deliver meaningful customer experiences. According to the analyst firm's latest Hype Cycle for Digital Marketing and Advertising 2019 report, artificial intelligence (AI) for marketing, customer data platforms (CDPs), blockchain for advertising, and real-time marketing are the technologies earmarked to make a difference to marketing into the future. Gartner also recommended marketers continue to monitor and be aware of other technologies, such as conversational marketing and multi-touch attribution, which are high impact and moving forward. "Marketers today must strike the right balance between delivering meaningful customer experiences that differentiate their brands and focusing on providing real value to the business," a vice-president analyst in Gartner's Marketing practice, Mike McGuire, said. "Event-triggered and real-time marketing will have the biggest impact on marketing activities in the next five years. However, before marketers can realise the benefits of these technologies, they must first become proficient in predictive analytics and delivering personalised communications."
In 2019, advertisers worldwide will lose $5.8 billion due to fraud, according to an estimate from the Association of National Advertisers and cybersecurity outfit White Ops. But there might be a solution on the horizon. Blockchain-based ads could eliminate fraud and substantially streamline the ad industry. Plus, a decentralized ad option would level the playing field for marketers and enable smaller organizations to compete with digital giants. But marketers beware -- some blockchain solutions might expose new vulnerabilities to large-scale exploits.
Artificial intelligence for marketing has reached the Peak of Inflated Expectations. Although a period of disillusionment is inevitable, marketing leaders who stay focused on AI's long-term transformational effect on marketing will gain sustainable competitive advantage. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner's prior written permission. It consists of the opinions of Gartner's research organization, which should not be construed as statements of fact.
It's the beginning of September (and no, I don't know how that happened either), and as the summer lull winds to a close and we prepare for a renewed frenzy of activity, it's a good moment to take stock of the year so far. Last month, two different articles were published looking back over some of the key trends we've seen in 2018 with regard to emerging technology and digital transformation, and comparing them to what was predicted. One was a piece by Forbes contributor Daniel Newman of CMO Network, who revisited his predictions for digital transformation in 2018 in light of the past eight months, to see where we are with some of 2018's most potentially transformative technologies. It takes a broadly optimistic view of the technologies that are meant to be shaking up the digital world in 2018, with a few caveats. The other was by The Register's Andrew Orlowski, written in response to the publication of Gartner's annual'Emerging Technologies Hype Cycle', which revealed that a number of the most "hyped" technologies from last year have vanished from this year's chart.