Go to Market Gartner Hype Cycles

Go to Market Gartner Hype Cycles – Digital Marketing & Advertising

Gartner’s 2016 Hype Cycle for Digital Marketing and Advertising identifies 4 forces that are driving a data-centric future for marketers

As marketing technologies (Martech) and advertising technology (Adtech) converge, there are 4 forces that point to a data-centric future for marketers:

  • Event-triggered
  • Real-time marketing techniques
  • Personalization
  • The use of contextual clues

Go to Market Gartner Hype Cycles – The Key Technology Forces

Gartner believes that the convergence of Martech and Adtech create a growing dependence on data-driven strategies and tactics.

Go to Market Gartner Hype Cycles - Digital Marketing & AdvertisingFrom a strategic point of view, Gartner believes that the convergence is the result of a continuing focus on delivering compelling and valued customer experiences, regardless of the market or the product or service. gartner points out that technologies such as data management platforms, marketing analytics, marketing automation and predictive analytics are increasingly shared in Martech and Adtech stacks.

Event-Triggered and Real-Time Marketing Techniques

Gartner believes that the drive to be able to react in the moment and move the customer or prospect along the path to purchase and advocacy puts the focus on mobile marketing and predictive analytics.  This is especially true in B2C, especially retail.

Personalization

Gartner points out that personalization and “personification” technology profiles are maturing at a rapid rate.  This is driven by marketers as they look to create 1:1 opportunities while balancing consumer concerns about privacy and security.

Contextual Clues

Gartner presumes that the use of the contextual cues signaled by consumer and prospect usage of mobile devices — cues such as traffic conditions, appointments, the local weather, their presence near a mall or retail district — is driving marketers’ overall interest in proximity marketing, the Internet of Things and wearables.


Go to Market Gartner Hype Cycles – Emerging Technologies

The Go to Market Gartner Hype Cycles Special Report Distills Insight From More Than 2K Technologies

Gartner’s 2016 Hype Cycle for Emerging Technologies identifies 3 key trends that companies should track and manage to establish a competitive advantage.  Specifically, Gartner believes that these technology trends are significant for organizations facing rapidly accelerating digital business innovation.

Go to Market Gartner Hype Cycles – 3 Overarching Technology Trends

  • Transparently immersive experiences
  • The perceptual smart machine age
  • The platform revolution

Gartner believes these trends will create new experiences  that allow organizations to connect with new business ecosystems.

Go to Market - Gartner Hype Charts - Emerging TechnologiesGo to Market Gartner Hype Cycles – Transparently Immersive Experiences

Gartner believes this technology will continue to become more human-centric (transparency between people, businesses and things). This relationship will become much more entwined as the evolution of technology becomes more adaptive, contextual and fluid within the workplace, at home, and interacting with businesses and other people.

Transparently Immersive Experiences requires a number of technologies: 4D Printing, Brain-Computer Interface, Human Augmentation, Volumetric Displays, Affective Computing, Connected Home, Nanotube Electronics, Augmented Reality, Virtual Reality and Gesture Control Devices.

Go to Market Gartner Hype Cycles – Perceptual Smart Machine Age

Gartner believes that Smart Machine Technologies will be the most disruptive class of technologies over the next ten years.

Radical computational power, near-endless amounts of data, and unprecedented advances in deep neural networks will enable organizations with smart machine technologies to harness data, adapt to new situations and solve problems that have not been encountered previously.

Relevant Technologies Include: Smart Dust, Machine Learning, Virtual Personal Assistants, Cognitive Expert Advisors, Smart Data Discovery, Smart Workspace, Conversational User Interfaces, Smart Robots, Commercial UAVs (Drones), Autonomous Vehicles, Natural-Language Question Answering, Personal Analytics, Enterprise Taxonomy and Ontology Management, Data Broker PaaS, and Context Brokering.

Go to Market Gartner Hype Cycles – The Platform Revolution

The shift from technical infrastructure to ecosystem-enabling platforms is creating a foundation for entirely new business models that are forming the bridge between humans and technology.

Organizations must proactively understand and redefine their strategies to create platform-based business models.  And, it will be key to exploit internal and external algorithms in order to provide value.

Key Technologies Include: Neuromorphic Hardware, Quantum Computing, Blockchain, IoT Platform, Software-Defined Security and Software-Defined Anything .


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