Personalization strategies and tactics ranging from slightly customized emails that include a recipient’s name to fully contextual and customized landing pages are key fronts in the battle for customer experience differentiation. Climbing up the Slope of Enlightenment on the hype curve, personalization applies context and a user’s circumstances to tailor content, offers and interactions. Marketers continue to strive for something approximating one-to-one relationships with customers. Alternate forms of automation, such as programmatic direct, will supply advertisers with improved access to high quality content and selective audiences. Troubles aside, the technology has delivered clear gains in efficiency and effectiveness. Issues include delivery fraud, non-viewable ads, privacy issues and questionable quality. Though catching headlines in 2009 for its promise, real-time bidding has developed a shadow side of “bad actors,” along the road to automation nirvana sending it into the Trough of Disillusionment. Marketers continue to seek automated solutions to overcome inefficiencies and improve targeting capabilities. Automation to boost speed and performance Other technologies falling into this category include multichannel marketing, loyalty marketing and those solving for cross-device IDs. Pay attention to the openness and extensibility of architecture components so the hub can adapt to your evolving marketing needs.
Take note because digital marketing hubs will have an impact on the business on par with enterprise resource planning (ERP). These hubs function as the central points for marketers to collect, view, analyze and act on data, content, workflow elements and multichannel campaigns.
Digital marketing hubs represent a technology approaching the Peak of Inflated Expectations. Marketers want shareable, actionable audience data to be used at the right time in the right combination of channels. The trends revolve around cross-channel execution, automation, personalization, engagement and commerce.įocus on cross-channel strategy, campaigns and data Marketing’s focus on customer experience in 2015 has given rise to five trends that are driving changes in emerging digital marketing technologies, according to Mike McGuire, research vice president for Gartner for Marketing Leaders in this year’s D igital Marketing Hype Cycle Report. How does a marketer make smart, strategic technology choices to improve business outcomes across so many different experiences? Consumers use these devices at different stages of the buying journey, and in different combinations, but they expect brands to engage them in personal ways that meet their individual needs. We always expect better and faster and stronger (and sometimes cheaper -)).Walk into any store in any city selling any type of product, and you’ll immediately see why improving customer experience is a top priority for today’s digital marketer: Customers use a variety of devices from smartphones, to tablets to desktop computers, spanning multiple operating systems and browsers.
#Gartner hype cycle 2015 movie
A movie such as Terminator seemed impossible back in 1984, but now we are already seeing some mainstream applications of artificial intelligence.Ī Hype cycle is based on people’s interest and expectations and how that technology finally manages to perform. Most of this is reliant on faster computing and better analysis. What’s the point?īut do take a look at all the previous Hype Cycle reports, and you will see an underlying theme – Often these visions are due to fiction (books, movies and so on) which gives inspiration to smarter minds to make the impossible possible. Now, both these visions have been around for quite some time now. Most of the emerging technologies which are plotted on the chart above seem to either be around augmenting humans with machines ( Sheldon’s ultimate singularity) or around hooking up more devices on the internet. This year the theme definitely seems to be on human augmentation and the Internet of things. There are multiple applications of the Hype Cycle, and for these reasons I keep myself updated whenever a new report is published. I have been following the Hype Cycle reports that Gartner publishes for quite some time (since 2008, if I remember correctly).
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