It’s here again, the yearly Gartner Digital Marketing HypeCycle, edition 2015. Time to evaluate: are you a front runner, or a laggard?
Nothing really shocking in it, but a few things caught my eye.
From right to left:
- Lead Management tools are coming of age
I discovered this recently while trying the open-source Mautic tool. Really impressive for a free tool. Try it.
- Native Advertising is entering the trough of disillusionment
(and I hope publishers will give it up. It’s just utterly deceptive)
- Tag Management is peaking
WTF, inflated expectations? I must be in the wrong communities. All around me, companies are already very, very productive. Google Tag Manager (a great tool) is used widely, but it’s just a tag manager. More advanced tools like Relay42 also offer a data platform behind it. The combination of Tag Management and Data collection is a killer combination. Use that, and you’re two years ahead.
- Voice of the Customer is peaking
Facepalm. ANY serious web site optimization program should already be using Voice of the Customer tools and analytics at least 5 years.
But hey, it’s a Digital Marketing HypeCycle. I guess in some ways web site optimizers are not as slow as marketeers ;-)
(featured image credit: https://flic.kr/p/a4EHVN)