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5,500 benchmarks
800 analysts coverage all
aspects of technology 60%
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Hype Cycle 2014 for Digital Marketing: What's the New Black?
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express written permission of Gartner, Inc. or its affiliates. 2014
Gartner, Inc. and/or its affiliates. All 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
Slope of Enlightenment 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
Slope of Enlightenment 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
-
Marketing Talent Communities 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
Slope of Enlightenment 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
Digital Marketing Hubs
-
The Case for Emerging Digital Marketing Hubs
Bre
ad
th
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
Slope of Enlightenment 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
Multichannel Attribution
-
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
co
mp
lexit
y
Multichannel Attribution: A Holy Grail Driver for Marketing
-
Innovation Trigger
Peak of
Inflated Expectations
Trough of Disillusionment
Slope of Enlightenment 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
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
Slope of Enlightenment 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
Responsive Design
-
Responsive Design Building Foundations for Mobile
Experiences
-
Innovation Trigger
Peak of
Inflated Expectations
Trough of Disillusionment
Slope of Enlightenment 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
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
Slope of Enlightenment 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
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
Slope of Enlightenment 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
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
Slope of Enlightenment 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
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
Pe
rce
nta
ge o
f R
es
po
nd
en
ts
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
Hype Cycle for Digital Marketing, 2014 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)
-
Visit gartner.com/digitalmarketing For additional Gartner
insight on your top Digital
Marketing initiatives
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