To help marketers prioritize technology investments, Gartner publishes Hype Cycle reports that look at how emerging technology matures over time and expectations. We are excited to announce that the Gartner report Hype Cycle for Digital Marketing & Advertising, 20191, by Colin Reid and Mike McGuire has identified Tinyclues (now Splio) as a Sample Vendor in Artificial Intelligence for Marketing for the second year in a row!
We believe that the Gartner report on the Hype Cycle for Digital Marketing & Advertising offers an opportunity for marketers to distinguish between emerging technology hype, and reality; to help determine what technology has real business impact, and offers differentiated customer experience.
As an AI-first company, we are excited to see the rise of AI in digital marketing and advertising, and see that AI-augmented customer marketing has real, proven impact on revenue and customer experience.
Hype Cycle for Digital Marketing and Advertising & AI for Marketing
The Hype Cycle by Gartner traces emerging technology over 5 maturity phases. Gartner recommends in the Hype Cycle for Digital Marketing & Advertising 2019 report that marketers: “Use this Hype Cycle to understand which technologies will drive real value for you.”
There are 5 stages of development that innovation undergoes: Innovation Trigger, Peak of Inflated Expectations, Trough of Disillusionment, Slope of Enlightenment and Plateau of Productivity.
Gartner has placed Artificial Intelligence for Marketing in the Peak of Inflated Expectations phase. Compared to last year’s report, AI for Marketing continues to progress and has transitioned away from the Innovation Trigger phase. “In its two years on the Hype Cycle, the hype for AI for marketing continues to ratchet up, driving the profile to the Peak of Inflated Expectations. This hype will not abate quickly.” notes the year’s Hype Cycle for Digital Marketing & Advertising, 2019 report.
AI a Priority for Marketers
Gartner issues a priority matrix to help marketers address current challenges, assigning a benefit rating to emerging technology from low to transformational. Gartner names AI for marketing as transformational, defined as technologies enabling “new ways of doing business across industries that will result in major shifts in industry dynamics.”
According to the Hype Cycle for Digital Marketing & Advertising, 2018 report, “Unprecedented insight, intuition and scale availed by AI will help marketers deliver relevant experiences to prospects and customers with increasing effectiveness and efficiency.” B2C leaders are using Tinyclues (now Splio) to optimize their multi-channel campaigns, increasing effectiveness and relevancy across channels such as email, push notifications, direct mail, call centers and Facebook.
Tinyclues (now Splio), Sample Vendor
User Advice for near-term investments given by Gartner in the Hype Cycle for Digital Marketing & Advertising, 2019 report includes: “Focus near-term AI initiatives on data-centric, time-intensive marketing challenges. Examples include predictive and prescriptive analytics that improve accuracy over time or testing and optimizing countless data and content variables against your customer segments and personas.”
We believe that AI will transform the way marketers are working and free them from having to micromanage campaigns and segments. Solutions like Tinyclues (now Splio) are augmenting marketers’ capabilities, allowing them to finally focus on strategy and content.
When discussing the business impact of AI on marketing, Gartner states, “Near-term business impacts of AI for marketing center on making insight generation and prediction faster, more accurate and more actionable.”
We are excited for this fourth mention from Gartner, following our naming as a Sample Vendor in Artificial Intelligence for Marketing last year, Cool Vendor in Cool Vendors in Multichannel Marketing2 and a Vendor to Watch in the 2017 Magic Quadrant for Digital Marketing Analytics 3; we look forward to bringing the spark marketers need to reignite their marketing campaigns!
1 Gartner Inc., Hype Cycle for Digital Marketing and Advertising, 2019, Colin Reid, Mike McGuire, 12 July 2019.
2 Gartner, Inc., Cool Vendors in Multichannel Marketing, Noah Elkin and Adam Sarner, 3 May 2018.
3 Gartner Inc., Magic Quadrant for Digital Marketing Analytics, Martin Kihn, Christi Eubanks, Lizzy Foo Kune, 04 October 2017.
Gartner does not endorse any vendor, product or service depicted in its research publications, and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner’s research organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.