July 10 Hype Cycle Sarner Sorofman

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Hype Cycle 2014 for Digital
Marketing: What's the New
Black?
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This 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
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rights reserved.
Jake Sorofman
@jakesorofman

Adam Sarner
@adamsarner

Rapid Change Is Fueling Digital Marketing
OR Sometimes Change Isn't Really That Much of a
Change at All
Steve Manns 1999 EyeTap digital Eye Glass 2012, Google Glass
Best Practice: Right Purpose, Right Time, Right
Technology
Big Shifts
#1: The Funnel is Blown to Bits
#1: The Funnel is Blown to Bits
Q: How do I track and
respond to intent?
#2: The Customer is King
#2: The Customer is King
Q: How do you meet
customers on their terms?
#3: The Rise of Big Data
#3: The Rise of Big Data
Q: How do I use data to
drive engagement?
#4: The Rise of Big Content
Create Curate
Sourcing
Creation
Curation
Cultivation
Cultivate
#4: The Rise of Big Content
Create Curate
Sourcing
Creation
Curation
Cultivation
Cultivate
Q: How do I rise above
the noise?
# 5: The Experience Economy
Paid
Multichannel
Owned
Earned
Voice
Valence
Value
Product
Process
People
Context
Growth
Attraction
Loyalty Advocacy
Paid
# 5: The Experience Economy
Paid
Multichannel
Owned
Earned
Voice
Valence
Value
Product
Process
People
Context
Growth
Attraction
Loyalty Advocacy
Paid
Q: How do I deliver
extraordinary branded
moments?
#6: The Advocacy Imperative
#6: The Advocacy Imperative
Q: How do I activate word
of mouth at scale?
Innovation
Trigger
Peak of
Inflated
Expectations
Trough of
Disillusionment
Slope of Enlightenment
Plateau of
Productivity
time
expectations
Five Phases of the Hype Cycle
Innovation
Trigger
Peak of
Inflated
Expectations
Trough of
Disillusionment
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 2014
Real-Time Marketing
Marketing Talent Communities
Programmatic Direct Advertising
Digital Marketing Hubs
Mobile Marketing Analytics
Marketing Technology Integrators
Multichannel Attribution
Social Co-browsing
Augmented Reality
Neurobusiness
Digital Commerce
Automatic Content Recognition
Commerce Experiences
Content Marketing
Responsive Design
Tag Management
Digitalized Business Processes
Data-Driven Marketing
Data Management
Platforms (Advertising)
Native Advertising
Privacy Management Tools
Social Marketing
Crowdsourcing
Social Analytics
Advocacy/Loyalty Marketing
Event-Triggered Marketing
Multichannel Marketing
Social Commerce
Digital Offers
Social TV
In-App Advertising
Real-Time Bidding (Advertising)
Social Media
Distribution
Online Product
Recommendation Engine
Online Advertising
Data Exchanges
Campaign Segmentation
Digital Out-of-Home
Dynamic 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, 2014
Marketing talent communities: Marketplaces that allow
brands and marketers to find qualified writers, designers,
strategists, data architects and other freelance talent on an
on-demand.
Marketing technology integrators: Services that design
and implement software and data solutions for marketing
organizations.
Transactional ads: Ad units when activated by a gesture,
they present a secure transaction or coupon.
Quantified self: Applications or services that provide self-
tracking analytics, wearable and mobile devices.
Social co-browsing: Collaborative sharing of the same
graphical interface / screen with one or more parties from a
social network.
21
Whats New
Innovation
Trigger
Peak of
Inflated
Expectations
Trough of
Disillusionment
Plateau of
Productivity
time
expectations
obsolete
before plateau
As of July 2014
Real-Time Marketing
Social Co-browsing
Augmented Reality
Neurobusiness
Digital Commerce
Content Marketing
Responsive Design
Tag Management
Data Management
Native Advertising
Social Marketing
Crowdsourcing
Social Analytics
Social Commerce
Digital Offers
Social TV
In-App Advertising
Social Media
Distribution
Online Product
Online Advertising
Data Exchanges
Digital Out-of-Home
Mobile Ticketing
Email Marketing
Mobile Advertising
Lead Management
Idea Management for
Digital Marketing
Web Analytics
Quantified Self
Personalization
Gamification
Persona Management
Bridging the People Gap
Content Creation Is Top Focus for 50% of the
Social Marketing Efforts
Social Marketing Held Back by Skills Gap;
Outsourcing Is Often the Answer
Innovation
Trigger
Peak of
Inflated
Expectations
Trough of
Disillusionment
Plateau of
Productivity
time
expectations
obsolete
before plateau
As of July 2014
Real-Time Marketing
Social Co-browsing
Augmented Reality
Neurobusiness
Digital Commerce
Content Marketing
Responsive Design
Tag Management
Data Management
Native Advertising
Social Marketing
Crowdsourcing
Social Analytics
Social Commerce
Digital Offers
Social TV
In-App Advertising
Social Media
Distribution
Online Product
Online Advertising
Data Exchanges
Digital Out-of-Home
Mobile Ticketing
Email Marketing
Mobile Advertising
Lead Management
Idea Management for
Digital Marketing
Web Analytics
Quantified Self
Personalization
Gamification
Persona Management
The Case for Emerging Digital
Marketing Hubs
B
r
e
a
d
t
h

Extensibility
Source: Gartner for Marketing Leaders
Discrete Features
Point
Tool
Bundled Features
Suite
Standardized Services
Platform
1. Data
2. Content
3. Orchestration
4. Analytics
Converged Capabilities
Hub
Source: GML Multichannel Marketing Key Initiatives
The Integration Imperative
Known Customer
Data
Siloed
Analytics
Multiple
Vendors
Fragmented Data
Sources
Multiple
Systems
Organizational
and Cultural Silos Fragmented
Channels Multiple Vendor
Markets
Anonymous Customer
Data Sources
Multiple
Architecture
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 Advertising
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 TV
Social
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
Decisioning QR Codes
Programmatic Media
Program
Guide
Promo
Reviews & Recs
Embedded
Merch
Product Design
Compliance
Predictive
Campaign
Analytics
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
Media
Labs
Media
Companies
Media Agencies
Marketing
Service
Providers
Mktg.
Resource
Mgmt.
Management
Consultants
Marketing
Analytics
Lead
Mgmt.
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 Analytics
Crowdsourcing
Content Marketing
Data Providers
Communities
CSPs
Census and
Panel Data
Business
Process
Outsourcers
Blogs
Automatic Content
Recognition
Augmented
Reality
Attribution
Agile Mktg. PM
Agency 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
27
DM HUB
Innovation
Trigger
Peak of
Inflated
Expectations
Trough of
Disillusionment
Plateau of
Productivity
time
expectations
obsolete
before plateau
As of July 2014
Real-Time Marketing
Social Co-browsing
Augmented Reality
Neurobusiness
Digital Commerce
Content Marketing
Responsive Design
Tag Management
Data Management
Native Advertising
Social Marketing
Crowdsourcing
Social Analytics
Social Commerce
Digital Offers
Social TV
In-App Advertising
Social Media
Distribution
Online Product
Online Advertising
Data Exchanges
Digital Out-of-Home
Mobile Ticketing
Email Marketing
Mobile Advertising
Lead Management
Idea Management for
Digital Marketing
Web Analytics
Quantified Self
Personalization
Gamification
Persona Management
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 Causal Econometrics
scope
method

precision
c
o
m
p
l
e
x
i
t
y

Multichannel Attribution:
A Holy Grail Driver for Marketing
Innovation
Trigger
Peak of
Inflated
Expectations
Trough of
Disillusionment
Plateau of
Productivity
time
expectations
obsolete
before plateau
As of July 2014
Real-Time Marketing
Social Co-browsing
Augmented Reality
Neurobusiness
Digital Commerce
Content Marketing
Responsive Design
Tag Management
Data Management
Native Advertising
Social Marketing
Crowdsourcing
Social Analytics
Social Commerce
Digital Offers
Social TV
In-App Advertising
Social Media
Distribution
Online Product
Online Advertising
Data Exchanges
Digital Out-of-Home
Mobile Ticketing
Email Marketing
Mobile Advertising
Lead Management
Idea Management for
Digital Marketing
Web Analytics
Quantified Self
Personalization
Gamification
Persona Management
Content Marketing
Create Curate
Creation
Curation
Cultivation
Sustaining the Content Supply Chain
Cultivate
Two Emerging
Questions:
1) How do we measure the impact?
2) How do we achieve scale and control?
Innovation
Trigger
Peak of
Inflated
Expectations
Trough of
Disillusionment
Plateau of
Productivity
time
expectations
obsolete
before plateau
As of July 2014
Real-Time Marketing
Social Co-browsing
Augmented Reality
Neurobusiness
Digital Commerce
Content Marketing
Responsive Design
Tag Management
Data Management
Native Advertising
Social Marketing
Crowdsourcing
Social Analytics
Social Commerce
Digital Offers
Social TV
In-App Advertising
Social Media
Distribution
Online Product
Online Advertising
Data Exchanges
Digital Out-of-Home
Mobile Ticketing
Email Marketing
Mobile Advertising
Lead Management
Idea Management for
Digital Marketing
Web Analytics
Quantified Self
Personalization
Gamification
Persona Management
Responsive Design
Responsive Design
Building Foundations for Mobile Experiences
Innovation
Trigger
Peak of
Inflated
Expectations
Trough of
Disillusionment
Plateau of
Productivity
time
expectations
obsolete
before plateau
As of July 2014
Real-Time Marketing
Social Co-browsing
Augmented Reality
Neurobusiness
Digital Commerce
Content Marketing
Responsive Design
Tag Management
Data Management
Native Advertising
Social Marketing
Crowdsourcing
Social Analytics
Social Commerce
Digital Offers
Social TV
In-App Advertising
Social Media
Distribution
Online Product
Online Advertising
Data Exchanges
Digital Out-of-Home
Mobile Ticketing
Email Marketing
Mobile Advertising
Lead Management
Idea Management for
Digital Marketing
Web Analytics
Quantified Self
Personalization
Gamification
Persona Management
Social Marketing
Sourcing Technology for Social Marketing: Align With
Purpose
Idea
Management
Market
Research
Social Media
Engagement
Social
Analytics
Social
Campaigns
New Ideas
Product
Development
Listening,
Strengthening
Brand
Identifying
Influencers
Decision Support
for Purchases
Kindling, Lithium,
OneDesk,
salesforce.com, Spigit
Converseon, NetBase,
QuestBack, Omnicom
(Communispace)
Vision Critical
HootSuite,
salesforce.com, Visible
Technologies,
Spredfast, Sprinklr
and Shoutlet
Brandwatch, Crimson
Hexagon, IBM,
Socialbakers and
Synthesio
Adobe, Falcon Social,
salesforce.com
and Oracle
Life Cycle
Stage
Sample
Business Goals
Sample
Social Marketing Tactics
Sample
Social Metrics
Increase product
awareness
Social content and campaigns, integrated
with paid social ads and measured with
#hashtag usage
Product mentions as percentage of
conversation
#Hashtag use
Pre/Post campaign awareness survey
Improve net social
sentiment
Increased customer engagement on social
sites, fostering positive engagement
Funneling complaints to a customer service
channel for resolution
Social channel sentiment (positive
negative)
Impact on customer satisfaction scores
Improve product
consideration
Social campaign to generate product reviews
Use of product videos, customer testimonials
and reviews in social campaigns
Product reviews
Search volume
Survey offered on social channels
Gain referrals Social content, integration of "share" buttons
into website and incentives for referrals
Post shares and comment reach
New visitor source of entry
Generate leads "Like-gating" social sites
Integration of lead submission forms into
social sites
Number of qualified leads from social
channels (forms, link clicks)
Increase e-
commerce sales
Integration of "share" buttons into product
pages on e-commerce site
Use of social coupons and incentives
Source of entry to site and item pages
Commerce link clicks in social channels
Revenue attribution
Improve loyalty and
lifetime value
Exclusive content and event access for
"fans"
Badges and "gamification"
Impact on customer lifetime value
Repurchase rates from social
Awareness

Consideration

Conversion
Best Practice: Specific Goals Should Determine Tactics
Used and Metrics Captured
Source: Gartner for Marketing Leaders
Innovation
Trigger
Peak of
Inflated
Expectations
Trough of
Disillusionment
Plateau of
Productivity
time
expectations
obsolete
before plateau
As of July 2014
Real-Time Marketing
Social Co-browsing
Augmented Reality
Neurobusiness
Digital Commerce
Content Marketing
Responsive Design
Tag Management
Data Management
Native Advertising
Social Marketing
Crowdsourcing
Social Analytics
Social Commerce
Digital Offers
Social TV
In-App Advertising
Social Media
Distribution
Online Product
Online Advertising
Data Exchanges
Digital Out-of-Home
Mobile Ticketing
Email Marketing
Mobile Advertising
Lead Management
Idea Management for
Digital Marketing
Web Analytics
Quantified Self
Personalization
Gamification
Persona Management
Social Commerce
Social Commerce
A Slippery Slope
Marketers want to monetize social

But it often lacks the scale to move the needle

Sometimes the risk outweighs the reward

Compromising authenticity
Turning social engagement toxic

Innovation
Trigger
Peak of
Inflated
Expectations
Trough of
Disillusionment
Plateau of
Productivity
time
expectations
obsolete
before plateau
As of July 2014
Real-Time Marketing
Social Co-browsing
Augmented Reality
Neurobusiness
Digital Commerce
Content Marketing
Responsive Design
Tag Management
Data Management
Native Advertising
Social Marketing
Crowdsourcing
Social Analytics
Social Commerce
Digital Offers
Social TV
In-App Advertising
Social Media
Distribution
Online Product
Online Advertising
Data Exchanges
Digital Out-of-Home
Mobile Ticketing
Email Marketing
Mobile Advertising
Lead Management
Idea Management for
Digital Marketing
Web Analytics
Quantified Self
Personalization
Gamification
Persona Management
Lead Management
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
Innovation
Trigger
Peak of
Inflated
Expectations
Trough of
Disillusionment
Plateau of
Productivity
time
expectations
obsolete
before plateau
As of July 2014
Real-Time Marketing
Social Co-browsing
Augmented Reality
Neurobusiness
Digital Commerce
Content Marketing
Responsive Design
Tag Management
Data Management
Native Advertising
Social Marketing
Crowdsourcing
Social Analytics
Social Commerce
Digital Offers
Social TV
In-App Advertising
Social Media
Distribution
Online Product
Online Advertising
Data Exchanges
Digital Out-of-Home
Mobile Ticketing
Email Marketing
Mobile Advertising
Lead Management
Idea Management for
Digital Marketing
Web Analytics
Quantified Self
Personalization
Gamification
Persona Management
E-mail Marketing
More Email is Experienced On-the-Go
42
BUT, over half of marketers do not have a strategy to
address mobile email
About half of marketing emails are opened on a mobile
device
Mobile opens must lead to a good mobile experience to yield results
More email is being consumed on the go, through multiple devices
The shift to mobile consumption also changes ideal delivery time
(depending on call-to-action), though few are testing to understand
impacts
Email Marketing is Valued Because Its Measurable
43
68
66 65
63
57
55 55 54
52
42
26
26
24 28
25
34
28
33
33
39
0
10
20
30
40
50
60
70
80
90
100
E-commerce Search
engine
advertising
Email
marketing
Content
marketing
Display Ads Mobile
marketing
Corporate
website
activity
Funnel /
pipeline
metrics
Search
engine
optimization
Social
marketing
Currently linked to business outcomes In the process of linking to business outcomes

P
e
r
c
e
n
t
a
g
e

o
f

R
e
s
p
o
n
d
e
n
t
s

92% 89% 89% 82% 89% 83% 87% 85% 81%
Sum=
94%
Q03. 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]
What to Do Next
Resist the temptation to chase shiny objects ... for the most part.
Prep for speed, agility and rapid customer responsemost of the hyped technologies that
support these drivers will reach the plateau of productivity in less than two years, erasing
competitive advantage.
Blend in-source and outsourced roles for scale in content marketing. Appoint leadership to
keep trains running on time, but look to marketing talent communities to scale.
Focus on characteristics and emerging architecture of hubs: Tight coordination of marketing
activities around a common view of the customer.
Determine a benchmark forecast for what return you can expect to gain from attribution
modeling, either through savings on media from improved efficiency or lift in sales from
improved effectiveness of your budget.
Tie social marketing objectives to the corporate vision. Explore how specific social marketing
activities will support that goal. This will be a path to ROI.
Expand B2B Lead Management investments into multi-channel, taking advantage of
accessible areas in data mining, segmentation and behavioral analytics.
Re-think your e-mail marketing strategy. Email has become mobile, serves as connected
tissue for other channels and is more measurable than other digital marketing approaches.

Recommended Gartner Research

Adam Sarner and Jake Sorofman (G00262883)
Leading Change in the Digital Marketing Transformation Jake Sorofman
(G0025582)
How to Evaluate Multichannel Campaign Management Applications
Adam Sarner, Jennifer Beck and Julie Hopkins (G00291701)
Content Marketing Pushes Digital Marketers to Adopt Newsroom Habits Jake
Sorofman and Allen Weiner (G00250220)
Ensure Emerging Trends and Technology Advance Your Marketing Strategy
Jackie Fenn and Richard Fouts (G00237993)
Designing the Marketing Organization
Richard Fouts (G00252354)

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