CONFIDENTIAL AND PROPRIETARYThis 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 other intended recipients. This presentation may contain information that is confidential,proprietary or otherwise legally protected, and it may not be further copied, distributed or publicly displayed without the express written permission of Gartner, Inc. or its affiliates. © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.

Adam SarnerMichael McGuire

Top Emerging Trends in Digital MarketingAnd Which Will Have the Greatest

Impact for Digital Marketers

#GartnerDMC1 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.

The Digital Marketing Hype Cycle: Most Trends Will Plateau in Less Than 5 Years

Innovation

Trigger

Peak of

Inflated

Expectations

Trough of

DisillusionmentSlope 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 2014Real-Time Marketing

Marketing Talent Communities

Programmatic Direct Advertising

Digital Marketing HubsMobile Marketing Analytics

Marketing Technology IntegratorsMultichannel Attribution

Social Co-browsing

Augmented RealityNeurobusiness

Digital CommerceAutomatic Content Recognition

Commerce ExperiencesContent Marketing

Responsive DesignTag Management

Digitalized Business Processes

Data-Driven Marketing

Data Management

Platforms (Advertising)

Native AdvertisingPrivacy Management Tools

Social Marketing

Crowdsourcing

Social Analytics

Advocacy/Loyalty Marketing Event-Triggered MarketingMultichannel Marketing

Social CommerceDigital Offers

Social TV

In-App Advertising

Real-Time Bidding (Advertising)

Social Media

Distribution

Online Product

Recommendation Engine

Online Advertising

Data Exchanges

Campaign SegmentationDigital Out-of-HomeDynamic 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

From "Hype Cycle for Digital Marketing, 2014," 02 July 2014, (G00262698)

#GartnerDMC2 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.

Rapid Change Is Fueling Digital Marketing

#GartnerDMC3 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.

And Sometimes Change Doesn't Work

#GartnerDMC4 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.

Which Trends Will Be Most Impactful to Marketers?

5 Underlying Trends New Emerging Trends Prevailing Trends

The Purchase Funnel Is

Blown to Bits

Real-Time Marketing Social Marketing

CRM Is Dead Quantified Self Advocacy/Loyalty Marketing

The Rise of Big Data Digital Marketing Hubs Lead Management

The Rise of Big Content Multichannel Attribution Email Marketing

The Experience Economy Content Marketing

Responsive Design

#GartnerDMC5 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.

Which Trends Will Be Most Impactful to Marketers?

5 Underlying Trends New Emerging Trends Prevailing Trends

The Purchase Funnel Is

Blown to Bits

Real-Time Marketing Social Marketing

CRM Is Dead Quantified Self Advocacy/Loyalty Marketing

The Rise of Big Data Digital Marketing Hubs Lead Management

The Rise of Big Content Multichannel Attribution Email Marketing

The Experience Economy Content Marketing

Responsive Design

#GartnerDMC6 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.

No. 1: The Purchase Funnel Is Blown to Bits

#GartnerDMC7 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.

No. 1: The Purchase Funnel Is Blown to Bits

How do I track and respond to intent?

#GartnerDMC8 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.

No. 2: CRM Is Dead The Customer Manages the Relationship

#GartnerDMC9 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.

How do you meet customers on their terms?

No. 2: CRM Is Dead The Customer Manages the Relationship

#GartnerDMC10 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.

No. 3: The Rise of Big Data

#GartnerDMC11 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.

No. 3: The Rise of Big Data

How do I use data to drive engagement?

#GartnerDMC12 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.

• Creation

• Curation

• Cultivation

Create Curate

Cultivate

No. 4: The Rise of Big Content

Sourcing:

#GartnerDMC13 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.

No. 4: The Rise of Big Content

• Creation

• Curation

• Cultivation

Create Curate

Cultivate

Sourcing:

How do I rise above the noise?

#GartnerDMC14 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.

PaidVoice

Valence

Value

Product

Process People

Context

Growth

Attraction

Loyalty Advocacy

MultichannelOwned

Earned

Paid

No. 5: The Experience Economy

#GartnerDMC15 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.

PaidVoice

Valence

Value

Product

Process People

Context

Growth

Attraction

Loyalty Advocacy

MultichannelOwned

Earned

Paid

No. 5: The Experience Economy

How do I deliver extraordinary branded moments?

#GartnerDMC16 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.

Five Phases of the Hype Cycle

Innovation Trigger

Peak of

Inflated Expectations

Trough of Disillusionment

Slope of EnlightenmentPlateau of

Productivity

time

expectations

#GartnerDMC17 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.

Which Trends Will Be Most Impactful to Marketers?

5 Underlying Trends New Emerging Trends Prevailing Trends

The Purchase Funnel Is

Blown to Bits

Real-Time Marketing Social Marketing

CRM Is Dead Quantified Self Advocacy/Loyalty Marketing

The Rise of Big Data Digital Marketing Hubs Lead Management

The Rise of Big Content Multichannel Attribution Email Marketing

The Experience Economy Content Marketing

Responsive Design

#GartnerDMC18 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.

Innovation

Trigger

Peak of

Inflated

Expectations

Trough of

DisillusionmentSlope 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 2014Real-Time Marketing

Marketing Talent Communities

Programmatic Direct Advertising

Digital Marketing HubsMobile Marketing Analytics

Marketing Technology IntegratorsMultichannel Attribution

Social Co-browsing

Augmented RealityNeurobusiness

Digital CommerceAutomatic Content Recognition

Commerce ExperiencesContent Marketing

Responsive DesignTag Management

Digitalized Business Processes

Data-Driven Marketing

Data Management

Platforms (Advertising)

Native AdvertisingPrivacy Management Tools

Social Marketing

Crowdsourcing

Social Analytics

Advocacy/Loyalty Marketing Event-Triggered MarketingMultichannel Marketing

Social CommerceDigital Offers

Social TV

In-App Advertising

Real-Time Bidding (Advertising)

Social Media

Distribution

Online Product

Recommendation Engine

Online Advertising

Data Exchanges

Campaign SegmentationDigital Out-of-HomeDynamic 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

From "Hype Cycle for Digital Marketing, 2014," 02 July 2014, (G00262698)

Real-Time Marketing

#GartnerDMC19 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.

Marketing Moves in Real-Time

#GartnerDMC20 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.

Hype Cycle for Digital Marketing

Innovation

Trigger

Peak of

Inflated

Expectations

Trough of

DisillusionmentSlope 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 2014Real-Time Marketing

Marketing Talent Communities

Programmatic Direct Advertising

Digital Marketing HubsMobile Marketing Analytics

Marketing Technology IntegratorsMultichannel Attribution

Social Co-browsing

Augmented RealityNeurobusiness

Digital CommerceAutomatic Content Recognition

Commerce ExperiencesContent Marketing

Responsive DesignTag Management

Digitalized Business Processes

Data-Driven Marketing

Data Management

Platforms (Advertising)

Native AdvertisingPrivacy Management Tools

Social Marketing

Crowdsourcing

Social Analytics

Advocacy/Loyalty Marketing Event-Triggered MarketingMultichannel Marketing

Social CommerceDigital Offers

Social TV

In-App Advertising

Real-Time Bidding (Advertising)

Social Media

Distribution

Online Product

Recommendation Engine

Online Advertising

Data Exchanges

Campaign SegmentationDigital Out-of-HomeDynamic 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

From "Hype Cycle for Digital Marketing, 2014," 02 July 2014, (G00262698)

Quantified Self

#GartnerDMC21 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.

Quantified Self: Gateway to IOT and Emerging Real-Time Touch Point for Marketers

Quantified Self

Lifelogging

PersonalSensors

Sousveillance

BiohackingMobile Apps

Wearable Computing

Internet of Things

#GartnerDMC22 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.

Innovation

Trigger

Peak of

Inflated

Expectations

Trough of

DisillusionmentSlope 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 2014Real-Time Marketing

Marketing Talent Communities

Programmatic Direct Advertising

Digital Marketing HubsMobile Marketing Analytics

Marketing Technology IntegratorsMultichannel Attribution

Social Co-browsing

Augmented RealityNeurobusiness

Digital CommerceAutomatic Content Recognition

Commerce ExperiencesContent Marketing

Responsive DesignTag Management

Digitalized Business Processes

Data-Driven Marketing

Data Management

Platforms (Advertising)

Native AdvertisingPrivacy Management Tools

Social Marketing

Crowdsourcing

Social Analytics

Advocacy/Loyalty Marketing Event-Triggered MarketingMultichannel Marketing

Social CommerceDigital Offers

Social TV

In-App Advertising

Real-Time Bidding (Advertising)

Social Media

Distribution

Online Product

Recommendation Engine

Online Advertising

Data Exchanges

Campaign SegmentationDigital Out-of-HomeDynamic 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

From "Hype Cycle for Digital Marketing, 2014," 02 July 2014, (G00262698)

Digital Marketing Hubs

#GartnerDMC23 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.

The Case for Emerging Digital Marketing Hubs

Source: Gartner for Marketing Leaders

Bre

ad

th

Extensibility

Discrete Features

PointTool

Bundled Features

Suite

Standardized Services

Platform

Converged Capabilities

Hub

Data

Content

Orchestration

Analytics

#GartnerDMC24 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.

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 Ad.

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 TVSocial 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 DecisioningQR Codes

Programmatic Media

Program Guide

Promo.

Reviews & Recs.Embedded Merch.

Product Design

Compliance

PredictiveCampaignAnalytics

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

MediaLabs

Media Companies

Media Agencies

Mktg. Service

Providers

Mktg. Resource

Mgmt.

Management Consultants

Mktg. Analytics

LeadMgmt.

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 AnalyticsCrowdsourcing

Content Mktg.

Data Providers

Communities

CSPsCensus and Panel Data

Business Process

Outsourcers

Blogs

Automatic Content Recognition

Augmented Reality

Attribution

Agile Mktg. PMAgency 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

DM HUB

#GartnerDMC25 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.

Hype Cycle for Digital Marketing

Innovation

Trigger

Peak of

Inflated

Expectations

Trough of

DisillusionmentSlope 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 2014Real-Time Marketing

Marketing Talent Communities

Programmatic Direct Advertising

Digital Marketing HubsMobile Marketing Analytics

Marketing Technology IntegratorsMultichannel Attribution

Social Co-browsing

Augmented RealityNeurobusiness

Digital CommerceAutomatic Content Recognition

Commerce ExperiencesContent Marketing

Responsive DesignTag Management

Digitalized Business Processes

Data-Driven Marketing

Data Management

Platforms (Advertising)

Native AdvertisingPrivacy Management Tools

Social Marketing

Crowdsourcing

Social Analytics

Advocacy/Loyalty Marketing Event-Triggered MarketingMultichannel Marketing

Social CommerceDigital Offers

Social TV

In-App Advertising

Real-Time Bidding (Advertising)

Social Media

Distribution

Online Product

Recommendation Engine

Online Advertising

Data Exchanges

Campaign SegmentationDigital Out-of-HomeDynamic 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

From "Hype Cycle for Digital Marketing, 2014," 02 July 2014, (G00262698)

Multichannel Attribution

#GartnerDMC26 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.

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 CausalEconometrics

Scope

Method

Precision

Co

mp

lex

ity

Multichannel Attribution: A Holy Grail for Marketing

#GartnerDMC27 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.

Innovation

Trigger

Peak of

Inflated

Expectations

Trough of

DisillusionmentSlope 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 2014Real-Time Marketing

Marketing Talent Communities

Programmatic Direct Advertising

Digital Marketing HubsMobile Marketing Analytics

Marketing Technology IntegratorsMultichannel Attribution

Social Co-browsing

Augmented RealityNeurobusiness

Digital CommerceAutomatic Content Recognition

Commerce ExperiencesContent Marketing

Responsive DesignTag Management

Digitalized Business Processes

Data-Driven Marketing

Data Management

Platforms (Advertising)

Native AdvertisingPrivacy Management Tools

Social Marketing

Crowdsourcing

Social Analytics

Advocacy/Loyalty Marketing Event-Triggered MarketingMultichannel Marketing

Social CommerceDigital Offers

Social TV

In-App Advertising

Real-Time Bidding (Advertising)

Social Media

Distribution

Online Product

Recommendation Engine

Online Advertising

Data Exchanges

Campaign SegmentationDigital Out-of-HomeDynamic 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

From "Hype Cycle for Digital Marketing, 2014," 02 July 2014, (G00262698)

Content Marketing

#GartnerDMC28 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.

Content Marketing: Building a Content Marketing Supply Chain

• In-House

• Agencies

• Talent Communities

Manufacturing

• Creation

• Curation

• Cultivation

Sourcing

• Ambient

• Responsive

• Calendar-driven

Distribution

#GartnerDMC29 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.

Innovation

Trigger

Peak of

Inflated

Expectations

Trough of

DisillusionmentSlope 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 2014Real-Time Marketing

Marketing Talent Communities

Programmatic Direct Advertising

Digital Marketing HubsMobile Marketing Analytics

Marketing Technology IntegratorsMultichannel Attribution

Social Co-browsing

Augmented RealityNeurobusiness

Digital CommerceAutomatic Content Recognition

Commerce ExperiencesContent Marketing

Responsive DesignTag Management

Digitalized Business Processes

Data-Driven Marketing

Data Management

Platforms (Advertising)

Native AdvertisingPrivacy Management Tools

Social Marketing

Crowdsourcing

Social Analytics

Advocacy/Loyalty Marketing Event-Triggered MarketingMultichannel Marketing

Social CommerceDigital Offers

Social TV

In-App Advertising

Real-Time Bidding (Advertising)

Social Media

Distribution

Online Product

Recommendation Engine

Online Advertising

Data Exchanges

Campaign SegmentationDigital Out-of-HomeDynamic 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

From "Hype Cycle for Digital Marketing, 2014," 02 July 2014, (G00262698)

Responsive Design

#GartnerDMC30 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.

Responsive DesignBuilding Foundations for Mobile Experiences

Trends Rated Critical by Mobile Marketers

Source: Gartner (November 2013)

#GartnerDMC31 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.

Which Trends Will Be Most Impactful to Marketers?

5 Underlying Trends New Emerging Trends Prevailing Trends

The Purchase Funnel Is

Blown to Bits

Real-Time Marketing Social Marketing

CRM Is Dead Quantified Self Advocacy/Loyalty Marketing

The Rise of Big Data Digital Marketing Hubs Lead Management

The Rise of Big Content Multichannel Attribution Email Marketing

The Experience Economy Content Marketing

Responsive Design

#GartnerDMC32 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.

Innovation Trigger

Peak of

Inflated Expectations

Trough of Disillusionment

Slope of EnlightenmentPlateau 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 2014Real-Time Marketing

Marketing Talent Communities

Programmatic Direct Advertising

Digital Marketing HubsMobile Marketing Analytics

Marketing Technology IntegratorsMultichannel Attribution

Social Co-browsing

Augmented RealityNeurobusiness

Digital CommerceAutomatic Content Recognition

Commerce ExperiencesContent Marketing

Responsive DesignTag Management

Digitalized Business Processes

Data-Driven Marketing

Data ManagementPlatforms (Advertising)

Native AdvertisingPrivacy Management Tools

Social Marketing

Crowdsourcing

Social Analytics

Advocacy/Loyalty Marketing Event-Triggered MarketingMultichannel Marketing

Social CommerceDigital Offers

Social TV

In-App Advertising

Real-Time Bidding (Advertising)

Social Media Distribution

Online Product Recommendation Engine

Online AdvertisingData Exchanges

Campaign SegmentationDigital Out-of-HomeDynamic 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

From "Hype Cycle for Digital Marketing, 2014," 02 July 2014, (G00262698)

Social Marketing

#GartnerDMC33 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.

Sourcing Technology for Social Marketing: Align With Purpose

IdeaManagement

MarketResearch

Social Media Engagement

SocialAnalytics

SocialCampaigns

New Ideas

Product Development

Listening, Strengthening Brand

Identifying Influencers

Decision Supportfor Purchases

Kindling, Lithium, Brightidea, Salesforce, Mindjet

Talkwalker, NetBase, Infergy, Omnicom

(Communispace) Vision Critical

Hootsuite, Salesforce, Spredfast, Tracx and Sprinklr

Brandwatch, Crimson Hexagon, IBM, Socialbakers

and Synthesio

Adobe, Falcon Social, Shoutlet Salesforce

and Oracle

#GartnerDMC34 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.

Hype Cycle for Digital Marketing

Innovation

Trigger

Peak of

Inflated

Expectations

Trough of

DisillusionmentSlope 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 2014Real-Time Marketing

Marketing Talent Communities

Programmatic Direct Advertising

Digital Marketing HubsMobile Marketing Analytics

Marketing Technology IntegratorsMultichannel Attribution

Social Co-browsing

Augmented RealityNeurobusiness

Digital CommerceAutomatic Content Recognition

Commerce ExperiencesContent Marketing

Responsive DesignTag Management

Digitalized Business Processes

Data-Driven Marketing

Data Management

Platforms (Advertising)

Native AdvertisingPrivacy Management Tools

Social Marketing

Crowdsourcing

Social Analytics

Advocacy/Loyalty Marketing Event-Triggered MarketingMultichannel Marketing

Social CommerceDigital Offers

Social TV

In-App Advertising

Real-Time Bidding (Advertising)

Social Media

Distribution

Online Product

Recommendation Engine

Online Advertising

Data Exchanges

Campaign SegmentationDigital Out-of-HomeDynamic 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

From "Hype Cycle for Digital Marketing, 2014," 02 July 2014, (G00262698)

Advocacy/Loyalty Marketing

#GartnerDMC35 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.

Advocacy/Loyalty Marketing

In the U.S. alone, loyalty membership is approaching the

3 billion mark.

Gartner surveyed 8,000 buyers enrolled in multiple loyalty

programs. A third of those admit to never using them.

Enter Advocacy Marketing

Brand advocates are 50% more likely to influence a

purchase; are four times more active in blogs and forums.

Customers referred by other customers have 37% higher

retention rate.

Brand advocates in B2B 33% to 50% more likely to renew.

#GartnerDMC36 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.

Hype Cycle for Digital Marketing

Innovation

Trigger

Peak of

Inflated

Expectations

Trough of

DisillusionmentSlope 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 2014Real-Time Marketing

Marketing Talent Communities

Programmatic Direct Advertising

Digital Marketing HubsMobile Marketing Analytics

Marketing Technology IntegratorsMultichannel Attribution

Social Co-browsing

Augmented RealityNeurobusiness

Digital CommerceAutomatic Content Recognition

Commerce ExperiencesContent Marketing

Responsive DesignTag Management

Digitalized Business Processes

Data-Driven Marketing

Data Management

Platforms (Advertising)

Native AdvertisingPrivacy Management Tools

Social Marketing

Crowdsourcing

Social Analytics

Advocacy/Loyalty Marketing Event-Triggered MarketingMultichannel Marketing

Social CommerceDigital Offers

Social TV

In-App Advertising

Real-Time Bidding (Advertising)

Social Media

Distribution

Online Product

Recommendation Engine

Online Advertising

Data Exchanges

Campaign SegmentationDigital Out-of-HomeDynamic 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

From "Hype Cycle for Digital Marketing, 2014," 02 July 2014, (G00262698)

Lead Management

#GartnerDMC37 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.

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

#GartnerDMC38 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.

Hype Cycle for Digital Marketing

Innovation

Trigger

Peak of

Inflated

Expectations

Trough of

DisillusionmentSlope 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 2014Real-Time Marketing

Marketing Talent Communities

Programmatic Direct Advertising

Digital Marketing HubsMobile Marketing Analytics

Marketing Technology IntegratorsMultichannel Attribution

Social Co-browsing

Augmented RealityNeurobusiness

Digital CommerceAutomatic Content Recognition

Commerce ExperiencesContent Marketing

Responsive DesignTag Management

Digitalized Business Processes

Data-Driven Marketing

Data Management

Platforms (Advertising)

Native AdvertisingPrivacy Management Tools

Social Marketing

Crowdsourcing

Social Analytics

Advocacy/Loyalty Marketing Event-Triggered MarketingMultichannel Marketing

Social CommerceDigital Offers

Social TV

In-App Advertising

Real-Time Bidding (Advertising)

Social Media

Distribution

Online Product

Recommendation Engine

Online Advertising

Data Exchanges

Campaign SegmentationDigital Out-of-HomeDynamic 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

Email Marketing

From "Hype Cycle for Digital Marketing, 2014," 02 July 2014, (G00262698)

#GartnerDMC39 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.

More Email Is Experienced On-the-Go

More email is being consumed on the go, through multiple devices:

Half of marketing emails are opened on a mobile device

BUT, over half of marketers do not have a strategy to address

mobile email

Mobile opens must lead to a good mobile experience to yield results

The shift to mobile consumption also changes ideal delivery time

(depending on call-to-action), though few are testing to

understand impacts

#GartnerDMC40 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.

Email Marketing Is Valued Because It's Measurable 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)

68 66 65 6357 55 55 54 52

42

26 26 24 28

25 3428 33 33

39

0

10

20

30

40

50

60

70

80

90

100

E-commerce Search engineadvertising

Email marketing Contentmarketing

Display ads. Mobilemarketing

Corporatewebsite activity

Funnel/pipelinemetrics

Search engineoptimization

Socialmarketing

Currently linked to business outcomes In the process of linking to business outcomes

Per

cen

tag

e o

f R

esp

on

den

ts

89% 89% 82% 89% 83% 87% 85%Sum = 94% 81%92%

#GartnerDMC41 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.

What to Do Next

• Resist the temptation to chase shiny objects ... for the most part.

• Prepare for speed, agility and rapid customer response — most hyped trends will reach the

plateau in less than five years, erasing competitive advantage.

• Investigate quantified self and see it as an emerging category to extend the brand and become a

major touch point in the customer experience.

• Focus on hubs: Tight coordination of marketing activities around a common view of the customer.

• Tie social to the corporate vision. Show how specific social marketing activities will support it.

This is the path to ROI.

• Align loyalty programs with advocacy techniques.

• Expand B2B lead management investments to take advantage of B2C tech.

• Re-think email. It's mobile, serves as "connected tissue" for other channels and is

more measurable.

#GartnerDMC42 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.

Hype Cycle for Digital Marketing, 2014

Adam Sarner and Jake Sorofman (G00262698)

Leading Change in the Digital Marketing Transformation

Jake Sorofman (G00255282)

How to Evaluate Multichannel Campaign Management Applications

Adam Sarner, Jennifer S. Beck and Others (G00261701)

Content Marketing Pushes Digital Marketers to Adopt Newsroom Habits

Jake Sorofman and Allen Weiner (G00250220)

Ensure Emerging Trends and Technologies Advance Your Marketing Strategy

Jackie Fenn and Richard Fouts (G00237993)

Designing the Marketing Organization

Richard Fouts (G00252354)

Recommended Gartner Research

For more information, stop by Gartner Research Zone.

#GartnerDMC43 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.

Questions?

THANK YOU!