Gartner has published its “Cycle of Hype” curve for 2016 in his last report. This curve should show emerging technologies and identify their position on the hype cycle. For this 2016 edition, Gartner has combined the “Hype” cycles of digital marketing and advertising in one report. Ad blocking, predictive analysis of B2B marketing and electronic wallets are the three new technologies that appear on the diagram drawn up by the American firm.
Furthermore, real-time marketing techniques, personalization, the use of contextual cues and the rapid convergence of marketing technology (MarTech) and advertising technology (AdTech) are the four key forces for the future of the market. data centric marketing. For Gartner, the combined effect of these four axes makes it possible to fuel new innovative uses of analysis, contextual clues generated by the Internet of Things, machine learning and a more data-centric approach to carry out strategies. marketing.
At the top of the “Hype” cycle, 5 trends emerge:
- shoppable media, like the New York Times which bought The Wirecutter online product recommendation guide for more than 30 million euros last October. With publishers struggling to derive revenue from digital advertising, they are turning to e-commerce.
- digital marketing hubs, to help marketers reach consumers at the right time and determine which channels are most useful to reach their audience.
- B2B marketing predictive analysis, which is appearing for the first time. For Gartner, it has the potential to increase earning rates, improve average transaction size, and accelerate sales cycles.
- data-driven marketing, where studies are replaced for data. This makes it possible to provide as much information as possible to marketers more quickly and more precisely. This type of marketing aims to better understand its target and its ecosystem, while supporting the consumer throughout their journey.
- customer expectations, to which brands must respond by adapting to the emergence of new technologies. From now on, consumers want to access a personalized offer as quickly as possible on all media (PCs, tablets, mobiles, etc.). Faced with this growing demand, 59% of marketing professionals believe that it is the development of mobile phones that will have the most impact on their business by 2020, while 45% believe that it is the personalization of technologies, according to the study “The path to 2020: Sixteen marketers of customer experience», Conducted byEconomist Intelligence Unit and Marketo.
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