Top Emerging Trends in Digital Marketing - Gartner

1 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 SarnerMichael McGuireTop Emerging Trends in Digital MarketingAnd Which Will Have the GreatestImpact for Digital Marketers#GartnerDMC1 CONFIDENTIAL AND PROPRIETARYI 2015 Gartner , Inc. and/or its affiliates. All rights Digital Marketing Hype Cycle: Most Trends Will Plateau in Less Than 5 YearsInnovation TriggerPeak ofInflated ExpectationsTrough of DisillusionmentSlope of EnlightenmentPlateau of ProductivitytimeexpectationsPlateau will be reached in.

2 Less than 2 years2 to 5 years5 to 10 yearsmore than 10 yearsobsoletebefore plateauAs of July 2014 Real-Time MarketingMarketing Talent CommunitiesProgrammatic Direct AdvertisingDigital Marketing HubsMobile Marketing AnalyticsMarketing Technology IntegratorsMultichannel AttributionSocial Co-browsingAugmented RealityNeurobusinessDigital CommerceAutomatic Content RecognitionCommerce ExperiencesContent MarketingResponsive DesignTag ManagementDigitalized Business ProcessesData-Driven MarketingData ManagementPlatforms (Advertising)Native AdvertisingPrivacy Management ToolsSocial MarketingCrowdsourcingSocial AnalyticsAdvocacy/Loyalty Marketing Event-Triggered MarketingMultichannel MarketingSocial CommerceDigital OffersSocial TVIn-App AdvertisingReal-Time Bidding (Advertising)Social Media DistributionOnline Product Recommendation Engine Online AdvertisingData ExchangesCampaign SegmentationDigital Out-of-HomeDynamic Creative OptimizationMobile TicketingEmail MarketingMobile AdvertisingLead ManagementIdea Management for Digital MarketingPredictive AnalyticsWeb AnalyticsQuantified SelfPersonalizationGamificationPersona ManagementFrom "Hype Cycle for Digital Marketing , 2014," 02 July 2014, (G00262698)#GartnerDMC2 CONFIDENTIAL AND PROPRIETARYI 2015 Gartner , Inc.

3 And/or its affiliates. All rights Change Is Fueling Digital Marketing #GartnerDMC3 CONFIDENTIAL AND PROPRIETARYI 2015 Gartner , Inc. and/or its affiliates. All rights Sometimes Change Doesn't Work#GartnerDMC4 CONFIDENTIAL AND PROPRIETARYI 2015 Gartner , Inc. and/or its affiliates. All rights Trends Will Be Most Impactful to Marketers?5 UnderlyingTrends New Emerging TrendsPrevailing TrendsThe PurchaseFunnel Is Blown to BitsReal-Time MarketingSocial MarketingCRMIs DeadQuantified SelfAdvocacy/Loyalty MarketingThe Riseof Big DataDigital Marketing HubsLead ManagementThe Rise of Big ContentMultichannel AttributionEmail MarketingThe Experience EconomyContent MarketingResponsive Design#GartnerDMC5 CONFIDENTIAL AND PROPRIETARYI 2015 Gartner , Inc. and/or its affiliates. All rights Trends Will Be Most Impactful to Marketers?5 UnderlyingTrends New Emerging TrendsPrevailing TrendsThe PurchaseFunnel Is Blown to BitsReal-Time MarketingSocial MarketingCRMIs DeadQuantified SelfAdvocacy/Loyalty MarketingThe Riseof Big DataDigital Marketing HubsLead ManagementThe Rise of Big ContentMultichannel AttributionEmail MarketingThe Experience EconomyContent MarketingResponsive Design#GartnerDMC6 CONFIDENTIAL AND PROPRIETARYI 2015 Gartner , Inc.

4 And/or its affiliates. All rights 1: The Purchase Funnel Is Blown to Bits#GartnerDMC7 CONFIDENTIAL AND PROPRIETARYI 2015 Gartner , Inc. and/or its affiliates. All rights 1: The Purchase Funnel Is Blown to BitsHow do I track and respond to intent?#GartnerDMC8 CONFIDENTIAL AND PROPRIETARYI 2015 Gartner , Inc. and/or its affiliates. All rights 2: CRM Is Dead The Customer Manages the Relationship#GartnerDMC9 CONFIDENTIAL AND PROPRIETARYI 2015 Gartner , Inc. and/or its affiliates. All rights do you meet customers on their terms?No. 2: CRM Is Dead The Customer Manages the Relationship#GartnerDMC10 CONFIDENTIAL AND PROPRIETARYI 2015 Gartner , Inc. and/or its affiliates. All rights 3: The Rise of Big Data#GartnerDMC11 CONFIDENTIAL AND PROPRIETARYI 2015 Gartner , Inc. and/or its affiliates. All rights 3: The Rise of Big DataHow do I use data to drive engagement?

5 #GartnerDMC12 CONFIDENTIAL AND PROPRIETARYI 2015 Gartner , Inc. and/or its affiliates. All rights reserved. Creation Curation CultivationCreateCurateCultivateNo. 4: The Rise of Big ContentSourcing:#GartnerDMC13 CONFIDENTIAL AND PROPRIETARYI 2015 Gartner , Inc. and/or its affiliates. All rights 4: The Rise of Big Content Creation Curation CultivationCreateCurateCultivateSourcing :How do I rise above the noise?#GartnerDMC14 CONFIDENTIAL AND PROPRIETARYI 2015 Gartner , Inc. and/or its affiliates. All rights 5: The Experience Economy#GartnerDMC15 CONFIDENTIAL AND PROPRIETARYI 2015 Gartner , Inc. and/or its affiliates. All rights 5: The Experience EconomyHow do I deliver extraordinary branded moments?#GartnerDMC16 CONFIDENTIAL AND PROPRIETARYI 2015 Gartner , Inc. and/or its affiliates. All rights Phases of the Hype CycleInnovation TriggerPeak ofInflated ExpectationsTrough of DisillusionmentSlope of EnlightenmentPlateau of Productivitytimeexpectations#GartnerDMC1 7 CONFIDENTIAL AND PROPRIETARYI 2015 Gartner , Inc.

6 And/or its affiliates. All rights Trends Will Be Most Impactful to Marketers?5 UnderlyingTrends New Emerging TrendsPrevailing TrendsThe PurchaseFunnel Is Blown to BitsReal-Time MarketingSocial MarketingCRMIs DeadQuantified SelfAdvocacy/Loyalty MarketingThe Riseof Big DataDigital Marketing HubsLead ManagementThe Rise of Big ContentMultichannel AttributionEmail MarketingThe Experience EconomyContent MarketingResponsive Design#GartnerDMC18 CONFIDENTIAL AND PROPRIETARYI 2015 Gartner , Inc. and/or its affiliates. All rights TriggerPeak ofInflated ExpectationsTrough of DisillusionmentSlope of EnlightenmentPlateau of ProductivitytimeexpectationsPlateau will be reached in:less than 2 years2 to 5 years5 to 10 yearsmore than 10 yearsobsoletebefore plateauAs of July 2014 Real-Time MarketingMarketing Talent CommunitiesProgrammatic Direct AdvertisingDigital Marketing HubsMobile Marketing AnalyticsMarketing Technology IntegratorsMultichannel AttributionSocial Co-browsingAugmented RealityNeurobusinessDigital CommerceAutomatic Content RecognitionCommerce ExperiencesContent MarketingResponsive DesignTag ManagementDigitalized Business ProcessesData-Driven MarketingData ManagementPlatforms (Advertising)Native AdvertisingPrivacy Management ToolsSocial MarketingCrowdsourcingSocial AnalyticsAdvocacy/Loyalty Marketing Event-Triggered MarketingMultichannel MarketingSocial CommerceDigital OffersSocial TVIn-App AdvertisingReal-Time Bidding (Advertising)

7 Social Media DistributionOnline Product Recommendation Engine Online AdvertisingData ExchangesCampaign SegmentationDigital Out-of-HomeDynamic Creative OptimizationMobile TicketingEmail MarketingMobile AdvertisingLead ManagementIdea Management for Digital MarketingPredictive AnalyticsWeb AnalyticsQuantified SelfPersonalizationGamificationPersona ManagementHype Cycle for Digital MarketingFrom "Hype Cycle for Digital Marketing , 2014," 02 July 2014, (G00262698)Real-Time Marketing #GartnerDMC19 CONFIDENTIAL AND PROPRIETARYI 2015 Gartner , Inc. and/or its affiliates. All rights Moves in Real-Time#GartnerDMC20 CONFIDENTIAL AND PROPRIETARYI 2015 Gartner , Inc. and/or its affiliates. All rights Cycle for Digital MarketingInnovation TriggerPeak ofInflated ExpectationsTrough of DisillusionmentSlope of EnlightenmentPlateau of ProductivitytimeexpectationsPlateau will be reached in.

8 Less than 2 years2 to 5 years5 to 10 yearsmore than 10 yearsobsoletebefore plateauAs of July 2014 Real-Time MarketingMarketing Talent CommunitiesProgrammatic Direct AdvertisingDigital Marketing HubsMobile Marketing AnalyticsMarketing Technology IntegratorsMultichannel AttributionSocial Co-browsingAugmented RealityNeurobusinessDigital CommerceAutomatic Content RecognitionCommerce ExperiencesContent MarketingResponsive DesignTag ManagementDigitalized Business ProcessesData-Driven MarketingData ManagementPlatforms (Advertising)Native AdvertisingPrivacy Management ToolsSocial MarketingCrowdsourcingSocial AnalyticsAdvocacy/Loyalty Marketing Event-Triggered MarketingMultichannel MarketingSocial CommerceDigital OffersSocial TVIn-App AdvertisingReal-Time Bidding (Advertising)Social Media DistributionOnline Product Recommendation Engine Online AdvertisingData ExchangesCampaign SegmentationDigital Out-of-HomeDynamic Creative OptimizationMobile TicketingEmail MarketingMobile AdvertisingLead ManagementIdea Management for Digital MarketingPredictive AnalyticsWeb AnalyticsQuantified SelfPersonalizationGamificationPersona ManagementFrom "Hype Cycle for Digital Marketing , 2014," 02 July 2014, (G00262698)Quantified Self#GartnerDMC21 CONFIDENTIAL AND PROPRIETARYI 2015 Gartner , Inc.

9 And/or its affiliates. All rights Self: Gateway to IOT and Emerging Real-Time Touch Point for MarketersQuantified SelfLifeloggingPersonalSensorsSousveilla nce BiohackingMobile AppsWearable ComputingInternet of Things#GartnerDMC22 CONFIDENTIAL AND PROPRIETARYI 2015 Gartner , Inc. and/or its affiliates. All rights TriggerPeak ofInflated ExpectationsTrough of DisillusionmentSlope of EnlightenmentPlateau of ProductivitytimeexpectationsPlateau will be reached in:less than 2 years2 to 5 years5 to 10 yearsmore than 10 yearsobsoletebefore plateauAs of July 2014 Real-Time MarketingMarketing Talent CommunitiesProgrammatic Direct AdvertisingDigital Marketing HubsMobile Marketing AnalyticsMarketing Technology IntegratorsMultichannel AttributionSocial Co-browsingAugmented RealityNeurobusinessDigital CommerceAutomatic Content RecognitionCommerce ExperiencesContent MarketingResponsive DesignTag ManagementDigitalized Business ProcessesData-Driven MarketingData ManagementPlatforms (Advertising)Native AdvertisingPrivacy Management ToolsSocial MarketingCrowdsourcingSocial AnalyticsAdvocacy/Loyalty Marketing Event-Triggered MarketingMultichannel MarketingSocial CommerceDigital OffersSocial TVIn-App AdvertisingReal-Time Bidding (Advertising)

10 Social Media DistributionOnline Product Recommendation Engine Online AdvertisingData ExchangesCampaign SegmentationDigital Out-of-HomeDynamic Creative OptimizationMobile TicketingEmail MarketingMobile AdvertisingLead ManagementIdea Management for Digital MarketingPredictive AnalyticsWeb AnalyticsQuantified SelfPersonalizationGamificationPersona ManagementHype Cycle forDigital MarketingFrom "Hype Cycle for Digital Marketing , 2014," 02 July 2014, (G00262698) Digital Marketing Hubs#GartnerDMC23 CONFIDENTIAL AND PROPRIETARYI 2015 Gartner , Inc. and/or its affiliates. All rights Case for Emerging Digital Marketing HubsSource: Gartner for Marketing LeadersBreadthExtensibilityDiscrete FeaturesPointToolBundled FeaturesSuiteStandardized ServicesPlatformConverged CapabilitiesHubDataContentOrchestrationA nalytics#GartnerDMC24 CONFIDENTIAL AND PROPRIETARYI 2015 Gartner , Inc.