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

Top Emerging Trends in Digital Marketing And Which Will Have the Greatest Impact for Digital Marketers

Adam Sarner Michael McGuire

CONFIDENTIAL AND PROPRIETARY This 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. The Digital Marketing Hype Cycle: Most Trends Will Plateau in Less Than 5 Years

expectations Native Advertising Data Management Privacy Management Tools Platforms (Advertising) Data-Driven Marketing Tag Management Responsive Design Social Marketing Content Marketing Crowdsourcing Commerce Experiences Advocacy/Loyalty Marketing Digitalized Business Processes Event-Triggered Marketing Automatic Content Recognition Multichannel Marketing Digital Commerce Neurobusiness Social Analytics Augmented Reality Social TV Social Co-browsing Personalization Social Commerce Multichannel Attribution Digital Offers Web Analytics In-App Advertising Marketing Technology Integrators Gamification Predictive Analytics Mobile Marketing Analytics Real-Time Bidding (Advertising) Online Product Idea Management for Digital Marketing Hubs Recommendation Engine Digital Marketing Quantified Self Social Media Email Marketing Programmatic Direct Advertising Distribution Lead Management Persona Management Online Advertising Mobile Advertising Data Exchanges Mobile Ticketing Marketing Talent Communities Dynamic Creative Optimization Digital Out-of-Home Campaign Segmentation Real-Time Marketing As of July 2014 Peak of Innovation Trough of Plateau of Inflated Slope of Enlightenment Trigger Disillusionment Productivity Expectations time Plateau will be reached in: obsolete From "Hype Cycle for Digital Marketing, 2014," less than 2 years 2 to 5 years 5 to 10 years more than 10 years before plateau #GartnerDMC02 July 2014, (G00262698) 1 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved. Rapid Change Is Fueling Digital Marketing

5 Underlying Trends New Emerging Trends Prevailing Trends The Purchase Funnel Is Real-Time Marketing Social Marketing Blown to Bits 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

5 Underlying Trends New Emerging Trends Prevailing Trends The Purchase Funnel Is Real-Time Marketing Social Marketing Blown to Bits 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

How do I track and respond to intent?

How do you meet customers on their terms?

How do I use data to drive engagement?

Create Curate

Sourcing:

• Creation • Curation Cultivate • Cultivation

Create Curate

Sourcing:

• CreationHow do I rise above the noise? • Curation Cultivate • Cultivation

Multichannel Owned Product Paid Paid Voice Value Earned Attraction

Loyalty Advocacy

Growth Process People

Context

Multichannel Owned Product Paid Paid Voice Value Earned Attraction

Loyalty Advocacy

Growth How do I deliverProcess extraordinary Peoplebranded moments?

Context

expectations

Peak of Innovation Trough of Plateau of Inflated Slope of Enlightenment Trigger Disillusionment Productivity Expectations time

5 Underlying Trends New Emerging Trends Prevailing Trends The Purchase Funnel Is Real-Time Marketing Social Marketing Blown to Bits 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

expectations Native Advertising Data Management Privacy Management Tools Platforms (Advertising) Data-Driven Marketing Real-Time Marketing Tag Management Responsive Design Social Marketing Content Marketing Crowdsourcing Commerce Experiences Advocacy/Loyalty Marketing Digitalized Business Processes Event-Triggered Marketing Automatic Content Recognition Multichannel Marketing Digital Commerce Neurobusiness Social Analytics Augmented Reality Social TV Social Co-browsing Personalization Social Commerce Multichannel Attribution Digital Offers Web Analytics In-App Advertising Marketing Technology Integrators Gamification Predictive Analytics Mobile Marketing Analytics Real-Time Bidding (Advertising) Online Product Idea Management for Digital Marketing Hubs Recommendation Engine Digital Marketing Quantified Self Social Media Email Marketing Programmatic Direct Advertising Distribution Lead Management Persona Management Online Advertising Mobile Advertising Data Exchanges Mobile Ticketing Marketing Talent Communities Dynamic Creative Optimization Digital Out-of-Home Campaign Segmentation Real-Time Marketing As of July 2014 Peak of Innovation Trough of Plateau of Inflated Slope of Enlightenment Trigger Disillusionment Productivity Expectations time Plateau will be reached in: obsolete From "Hype Cycle for Digital Marketing, 2014," less than 2 years 2 to 5 years 5 to 10 years more than 10 years before plateau #GartnerDMC02 July 2014, (G00262698) 18 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved. Marketing Moves in Real-Time

expectations Native Advertising Data Management Privacy Management Tools Platforms (Advertising) Data-Driven Marketing Quantified Self Tag Management Responsive Design Social Marketing Content Marketing Crowdsourcing Commerce Experiences Advocacy/Loyalty Marketing Digitalized Business Processes Event-Triggered Marketing Automatic Content Recognition Multichannel Marketing Digital Commerce Neurobusiness Social Analytics Augmented Reality Social TV Social Co-browsing Personalization Social Commerce Multichannel Attribution Digital Offers Web Analytics In-App Advertising Marketing Technology Integrators Gamification Predictive Analytics Mobile Marketing Analytics Real-Time Bidding (Advertising) Online Product Idea Management for Digital Marketing Hubs Recommendation Engine Digital Marketing Quantified Self Social Media Email Marketing Programmatic Direct Advertising Distribution Lead Management Persona Management Online Advertising Mobile Advertising Data Exchanges Mobile Ticketing Marketing Talent Communities Dynamic Creative Optimization Digital Out-of-Home Campaign Segmentation Real-Time Marketing As of July 2014 Peak of Innovation Trough of Plateau of Inflated Slope of Enlightenment Trigger Disillusionment Productivity Expectations time Plateau will be reached in: obsolete From "Hype Cycle for Digital Marketing, 2014," less than 2 years 2 to 5 years 5 to 10 years more than 10 years before plateau #GartnerDMC02 July 2014, (G00262698) 20 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

Lifelogging

Internet of Personal Things Sensors

Quantified Self Wearable Sousveillance Computing

Mobile Biohacking Apps

expectations Native Advertising Data Management Privacy Management Tools Platforms (Advertising) Data-Driven Marketing Tag Management Responsive Design Social Marketing Content Marketing Crowdsourcing Commerce Experiences Advocacy/Loyalty Marketing Digitalized Business Processes Event-Triggered Marketing Automatic Content Recognition Multichannel Marketing Digital Commerce Neurobusiness Social Analytics Augmented Reality Social TV Social Co-browsing Personalization Social Commerce Multichannel Attribution Digital Offers Web Analytics In-App Advertising Marketing Technology Integrators Gamification Predictive Analytics Mobile Marketing Analytics Real-Time Bidding (Advertising) Online Product Idea Management for Digital Marketing Hubs Recommendation Engine Digital Marketing Quantified Self Social Media Email Marketing Programmatic Direct Advertising Distribution Lead Management Persona Management Online Advertising Mobile Advertising Data Exchanges Mobile Ticketing Marketing Talent Communities Dynamic Creative Optimization Digital Out-of-Home Campaign Segmentation Real-Time Marketing As of July 2014 Peak of Innovation Trough of Plateau of Inflated Slope of Enlightenment Trigger Disillusionment Productivity Expectations time Plateau will be reached in: obsolete From "Hype Cycle for Digital Marketing, 2014," less than 2 years 2 to 5 years 5 to 10 years more than 10 years before plateau #GartnerDMC02 July 2014, (G00262698) 22 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved. The Case for Emerging Digital Marketing Hubs

Data

Hub Content Suite Orchestration

Bundled Features Converged Capabilities Analytics Breadth Point Platform Tool

Discrete Features Standardized Services Extensibility

Natural Search User Groups COMMERCE Program Gamification Media Virtual Language Guide SEARCH Engines Product Design UX Labs Actors Questioning NFC Tools Online Media Promo. Rich Media UXP Retailers Companies OTT Experience Targeting Video Search Online Video Publishing SOCIAL CREATIVE Embedded SOCIAL OPS. Social Apps Social Mobile Messaging Reviews & Recs. Merch. AD. OPS. UX Design Social TV Networks Native Search Retargeting DESIGN & Commerce Advocacy Ads. In-Game Mobile App & Mktg. Content Svs Digital Offers Social Commerce Mobile App AD. TECH Ads. Mobile Search DM HUB Ad Verification Marketplace Video Ad. Mgmt. Ad Exchanges SEO Tools Digital Asset Mgmt. Communities Video Ad. Blogs Predictive Real-Time Networks Mobile Media QR Codes Attribution Social Mktg. Mktg. Campaign Decisioning Addressable Analytics & Targeting E-Commerce Mgmt. Analytics Census and TV Enablers CSPs Mobile Panel Data DMP Social Dynamic Creative Analytics ANALYTICS Programmatic Media Content Mktg. Analytics Data Exchanges Compliance Tag Mgmt. Social Ads. WEB OPS. DOOH Media Mobile Venues Online Ad Svcs. Ad. Web Content Mgmt. Emotion Data Providers Networks Email Mktg. Web Analytics Networks MOBILE Detection SEM Platforms RT DATA A/B Testing Microsensors MOBILITY Site Retargeting Geotargeting DM HUB EMERGING TECH. Smart Kiosks Finger- Augmented Automatic Content Digital Printing Reality Recognition Management Agencies Business Geofencing Mktg. Consultants Process Resource Lead Campaign Agency HoldingDATA OPS. Mktg. Mgmt. Mgmt. Mgmt. Outsourcers Agile Mktg. PM Mgmt. Media Agencies Companies Connection to General Ad. Media Metrics Connection IT Service Mktg. Data Customer Analytics to IT Providers Service Warehouses Crowdsourcing Connection to Providers Business Intelligence Idea Mgmt. Product Station Connections to Vendor Station Sales and Service STRATEGY Offline Connection Connection MARKETING OPS. to CMO #GartnerDMC 24 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved. Hype Cycle for Digital Marketing Multichannel Attribution

expectations Native Advertising Data Management Privacy Management Tools Platforms (Advertising) Data-Driven Marketing Tag Management Responsive Design Social Marketing Content Marketing Crowdsourcing Commerce Experiences Advocacy/Loyalty Marketing Digitalized Business Processes Event-Triggered Marketing Automatic Content Recognition Multichannel Marketing Digital Commerce Neurobusiness Social Analytics Augmented Reality Social TV Social Co-browsing Personalization Social Commerce Multichannel Attribution Digital Offers Web Analytics In-App Advertising Marketing Technology Integrators Gamification Predictive Analytics Mobile Marketing Analytics Real-Time Bidding (Advertising) Online Product Idea Management for Digital Marketing Hubs Recommendation Engine Digital Marketing Quantified Self Social Media Email Marketing Programmatic Direct Advertising Distribution Lead Management Persona Management Online Advertising Mobile Advertising Data Exchanges Mobile Ticketing Marketing Talent Communities Dynamic Creative Optimization Digital Out-of-Home Campaign Segmentation Real-Time Marketing As of July 2014 Peak of Innovation Trough of Plateau of Inflated Slope of Enlightenment Trigger Disillusionment Productivity Expectations time Plateau will be reached in: obsolete From "Hype Cycle for Digital Marketing, 2014," less than 2 years 2 to 5 years 5 to 10 years more than 10 years before plateau #GartnerDMC02 July 2014, (G00262698) 25 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved. Multichannel Attribution: A Holy Grail for Marketing

Method Econometrics Business rules Algorithmic Causal Scope Precision Marketing mix (Advertising, direct marketing, trade promo., sales force, pricing) Allocation of marketing budgets  Media mix (Broadcasting, print, digital, out-of-home) Allocation of media budgets  Multichannel (hybrid) (Offline, digital combinations)

Optimization of media budgets    Complexity Digital multichannel (Search, display, programmatic, email, social, mobile, video) Allocation of digital media budgets    Digital in-channel (Keywords) (websites) (audience segments) Optimization of digital media budgets    User level Optimization of user experience #GartnerDMC 26 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved. Hype Cycle for Digital Marketing

expectations Native Advertising Data Management Privacy Management Tools Platforms (Advertising) Data-Driven Marketing Content Marketing Tag Management Responsive Design Social Marketing Content Marketing Crowdsourcing Commerce Experiences Advocacy/Loyalty Marketing Digitalized Business Processes Event-Triggered Marketing Automatic Content Recognition Multichannel Marketing Digital Commerce Neurobusiness Social Analytics Augmented Reality Social TV Social Co-browsing Personalization Social Commerce Multichannel Attribution Digital Offers Web Analytics In-App Advertising Marketing Technology Integrators Gamification Predictive Analytics Mobile Marketing Analytics Real-Time Bidding (Advertising) Online Product Idea Management for Digital Marketing Hubs Recommendation Engine Digital Marketing Quantified Self Social Media Email Marketing Programmatic Direct Advertising Distribution Lead Management Persona Management Online Advertising Mobile Advertising Data Exchanges Mobile Ticketing Marketing Talent Communities Dynamic Creative Optimization Digital Out-of-Home Campaign Segmentation Real-Time Marketing As of July 2014 Peak of Innovation Trough of Plateau of Inflated Slope of Enlightenment Trigger Disillusionment Productivity Expectations time Plateau will be reached in: obsolete From "Hype Cycle for Digital Marketing, 2014," less than 2 years 2 to 5 years 5 to 10 years more than 10 years before plateau #GartnerDMC02 July 2014, (G00262698) 27 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved. Content Marketing: Building a Content Marketing Supply Chain

Sourcing Manufacturing Distribution

• Creation • In-House • Ambient • Curation • Agencies • Responsive • Cultivation • Talent Communities • Calendar-driven

expectations Native Advertising Data Management Privacy Management Tools Platforms (Advertising) Data-Driven Marketing Responsive Design Tag Management Responsive Design Social Marketing Content Marketing Crowdsourcing Commerce Experiences Advocacy/Loyalty Marketing Digitalized Business Processes Event-Triggered Marketing Automatic Content Recognition Multichannel Marketing Digital Commerce Neurobusiness Social Analytics Augmented Reality Social TV Social Co-browsing Personalization Social Commerce Multichannel Attribution Digital Offers Web Analytics In-App Advertising Marketing Technology Integrators Gamification Predictive Analytics Mobile Marketing Analytics Real-Time Bidding (Advertising) Online Product Idea Management for Digital Marketing Hubs Recommendation Engine Digital Marketing Quantified Self Social Media Email Marketing Programmatic Direct Advertising Distribution Lead Management Persona Management Online Advertising Mobile Advertising Data Exchanges Mobile Ticketing Marketing Talent Communities Dynamic Creative Optimization Digital Out-of-Home Campaign Segmentation Real-Time Marketing As of July 2014 Peak of Innovation Trough of Plateau of Inflated Slope of Enlightenment Trigger Disillusionment Productivity Expectations time Plateau will be reached in: obsolete From "Hype Cycle for Digital Marketing, 2014," less than 2 years 2 to 5 years 5 to 10 years more than 10 years before plateau #GartnerDMC02 July 2014, (G00262698) 29 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved. Responsive Design Building Foundations for Mobile Experiences

Trends Rated Critical by Mobile Marketers

5 Underlying Trends New Emerging Trends Prevailing Trends The Purchase Funnel Is Real-Time Marketing Social Marketing Blown to Bits 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

expectations Native Advertising Data Management Privacy Management Tools Platforms (Advertising) Data-Driven Marketing Social Marketing Tag Management Responsive Design Social Marketing Content Marketing Crowdsourcing Commerce Experiences Advocacy/Loyalty Marketing Digitalized Business Processes Event-Triggered Marketing Automatic Content Recognition Multichannel Marketing Digital Commerce Neurobusiness Social Analytics Augmented Reality Social TV Social Co-browsing Personalization Social Commerce Multichannel Attribution Digital Offers Web Analytics In-App Advertising Marketing Technology Integrators Gamification Predictive Analytics Mobile Marketing Analytics Real-Time Bidding (Advertising) Idea Management for Digital Marketing Hubs Online Product Recommendation Engine Digital Marketing Quantified Self Social Media Email Marketing Programmatic Direct Advertising Distribution Lead Management Persona Management Online Advertising Mobile Advertising Data Exchanges Mobile Ticketing Marketing Talent Communities Dynamic Creative Optimization Digital Out-of-Home Campaign Segmentation Real-Time Marketing As of July 2014 Peak of Innovation Trough of Plateau of Inflated Slope of Enlightenment Trigger Disillusionment Productivity Expectations time Plateau will be reached in: obsolete From "Hype Cycle for Digital Marketing, 2014," less than 2 years 2 to 5 years 5 to 10 years more than 10 years before plateau #GartnerDMC02 July 2014, (G00262698) 32 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved. Sourcing Technology for Social Marketing: Align With Purpose

Idea New Ideas Kindling, Lithium, Management Brightidea, Salesforce, Mindjet

Market Talkwalker, NetBase, Product Development Infergy, Omnicom Research (Communispace) Vision Critical

Social Listening, Hootsuite, Salesforce, Spredfast, Tracx Media Engagement Strengthening Brand and Sprinklr

Social Brandwatch, Crimson Hexagon, Identifying Influencers IBM, Socialbakers Analytics and Synthesio

Social Decision Support Adobe, Falcon Social, Shoutlet Salesforce Campaigns for Purchases and Oracle

expectations Native Advertising Data Management Privacy Management Tools Platforms (Advertising) Data-Driven Marketing Tag Management Responsive Design Social Marketing Content Marketing Crowdsourcing Commerce Experiences Advocacy/Loyalty Marketing Digitalized Business Processes Event-Triggered Marketing Automatic Content Recognition Multichannel Marketing Digital Commerce Neurobusiness Social Analytics Augmented Reality Social TV Social Co-browsing Personalization Social Commerce Multichannel Attribution Digital Offers Web Analytics In-App Advertising Marketing Technology Integrators Gamification Predictive Analytics Mobile Marketing Analytics Real-Time Bidding (Advertising) Online Product Idea Management for Digital Marketing Hubs Recommendation Engine Digital Marketing Quantified Self Social Media Email Marketing Programmatic Direct Advertising Distribution Lead Management Persona Management Online Advertising Mobile Advertising Data Exchanges Mobile Ticketing Marketing Talent Communities Dynamic Creative Optimization Digital Out-of-Home Campaign Segmentation Real-Time Marketing As of July 2014 Peak of Innovation Trough of Plateau of Inflated Slope of Enlightenment Trigger Disillusionment Productivity Expectations time Plateau will be reached in: obsolete From "Hype Cycle for Digital Marketing, 2014," less than 2 years 2 to 5 years 5 to 10 years more than 10 years before plateau #GartnerDMC02 July 2014, (G00262698) 34 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.

expectations Native Advertising Data Management Privacy Management Tools Platforms (Advertising) Data-Driven Marketing Lead Management Tag Management Responsive Design Social Marketing Content Marketing Crowdsourcing Commerce Experiences Advocacy/Loyalty Marketing Digitalized Business Processes Event-Triggered Marketing Automatic Content Recognition Multichannel Marketing Digital Commerce Neurobusiness Social Analytics Augmented Reality Social TV Social Co-browsing Personalization Social Commerce Multichannel Attribution Digital Offers Web Analytics In-App Advertising Marketing Technology Integrators Gamification Predictive Analytics Mobile Marketing Analytics Real-Time Bidding (Advertising) Online Product Idea Management for Digital Marketing Hubs Recommendation Engine Digital Marketing Quantified Self Social Media Email Marketing Programmatic Direct Advertising Distribution Lead Management Persona Management Online Advertising Mobile Advertising Data Exchanges Mobile Ticketing Marketing Talent Communities Dynamic Creative Optimization Digital Out-of-Home Campaign Segmentation Real-Time Marketing As of July 2014 Peak of Innovation Trough of Plateau of Inflated Slope of Enlightenment Trigger Disillusionment Productivity Expectations time Plateau will be reached in: obsolete From "Hype Cycle for Digital Marketing, 2014," less than 2 years 2 to 5 years 5 to 10 years more than 10 years before plateau #GartnerDMC02 July 2014, (G00262698) 36 CONFIDENTIAL AND PROPRIETARY I © 2015 Gartner, Inc. and/or its affiliates. All rights reserved. B2B Marketers Are Investing in B2C Technology B2B • Data Mining • Customer Segmentation Users Demanding • Behavioral Analytics • Multichannel Campaigns • Real-time Marketing B2C • Lead Management • Event Management • Webinar Applications Vendors Developing • Pricing Optimization • Contract Management

expectations Native Advertising Data Management Privacy Management Tools Platforms (Advertising) Data-Driven Marketing Email Marketing Tag Management Responsive Design Social Marketing Content Marketing Crowdsourcing Commerce Experiences Advocacy/Loyalty Marketing Digitalized Business Processes Event-Triggered Marketing Automatic Content Recognition Multichannel Marketing Digital Commerce Neurobusiness Social Analytics Augmented Reality Social TV Social Co-browsing Personalization Social Commerce Multichannel Attribution Digital Offers Web Analytics In-App Advertising Marketing Technology Integrators Gamification Predictive Analytics Mobile Marketing Analytics Real-Time Bidding (Advertising) Online Product Idea Management for Digital Marketing Hubs Recommendation Engine Digital Marketing Quantified Self Social Media Email Marketing Programmatic Direct Advertising Distribution Lead Management Persona Management Online Advertising Mobile Advertising Data Exchanges Mobile Ticketing Marketing Talent Communities Dynamic Creative Optimization Digital Out-of-Home Campaign Segmentation Real-Time Marketing As of July 2014 Peak of Innovation Trough of Plateau of Inflated Slope of Enlightenment Trigger Disillusionment Productivity Expectations time Plateau will be reached in: obsolete From "Hype Cycle for Digital Marketing, 2014," less than 2 years 2 to 5 years 5 to 10 years more than 10 years before plateau #GartnerDMC02 July 2014, (G00262698) 38 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

Through the metrics collected, is your organization able to attribute each activity to a measurable business outcome? Sum = 94% 92% 89% 89% 82% 89% 83% 87% 85% 81% 100 90 80 26 26 24 28 34 70 25 28 33 33 60 39 50 40 68 30 66 65 63 57 55 55 54 52

20 42 Percentage of Respondents of Percentage 10 0 E-commerce Search engine Email marketing Content Display ads. Mobile Corporate Funnel/pipeline Search engine Social advertising marketing marketing website activity metrics optimization marketing Currently linked to business outcomes In the process of linking to business outcomes

• 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.

 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)

THANK YOU!