Marketers must consider advertising technologies as integral to, rather than segregated from, their main operational technologies. That’s acording to Gartner’s Hype Cycle for Digital Marketing and Advertising, 2016.

This year Gartner has combined digital marketing and advertising into one hype cycle report to reflect the need for marketers to consider advertising technologies as part of their core technology focus.

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Four key forces were identified as driving a data-centric future for marketers: the convergence of marketing technology (martech) and advertising technology (adtech), event-triggered and real-time marketing techniques, personalisation, and the use of contextual clues.

“As marketers embrace data-driven marketing strategies to improve customer experience through coherent content and messaging, and advertising adopts programmatic practices and real-time bidding markets, customers will increasingly expect consistency and coordination from all branded communications,” said Mike McGuire, research vice president at Gartner.

In terms of technology, product categories such as DMPs, marketing analytics, marketing automation and predictive analytics are increasingly shared in martech and adtech stacks.

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“Real-time and event-triggered marketing are a key focus for marketers and advertisers alike. As all forms of marketing look for greater efficiency and effectiveness, predictive analytics are rapidly gaining the attention of advanced marketers,” McGuire said.

Gartner digital marketing hype cycle 2016

Sitting atop the peak of inflated expectations are mobile marketing analytics, digital marketing hubs, shoppable media, predictive analytics, voice of the customer, and mobile commerce. Down in the trough of disillusionment are social analytics, in-app advertising, and real-time bidding (advertising).

Key Technology Forces

Event-triggered and real-time marketing techniques: 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.

Personalisation: Personalisation and “personification” technology profiles are maturing at a rapid rate, as marketers look to create that one-to-one opportunity while balancing consumer concerns about privacy and security.

Contextual Clues: The use of the contextual cues signaled by consumer and prospect usage of mobile devices — cues such as the local weather, their presence near a mall or retail district — is driving marketers’ overall interest in proximity marketing, the Internet of Things (IoT) and wearables.

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