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, 2018 (1), by Bryan Yeager and Mike McGuire has identified Tinyclues as a Sample Vendor in Artificial Intelligence for Marketing!
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.
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 2018 report that marketers:
“Use this year’s Hype Cycle to prioritize technology investments that strike a balance when delivering relevant experiences.”
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 Innovation Trigger phase, a phase where there is significant press and industry interest. Compared to last year’s report, AI for Marketing has moved closer to the Peak of Inflated Expectations.
“The hype surrounding the use of artificial intelligence for marketing applications has only intensified since the introduction of this innovation profile on last year’s Hype Cycle. There are few signs of abating hype, with further amplification anticipated over the next several years.” notes this year’s Hype Cycle for Digital Marketing & Advertising, 2018 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 and Data-driven 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 to optimize their multi-channel campaigns, increasing effectiveness and relevancy across channels such as email, push notifications, direct mail, outbound calls and Facebook Ads.
Tinyclues, Sample Vendor
User Advice for near-term investments given by Gartner in the Hype Cycle for Digital Marketing & Advertising, 2018 report includes:
“Focus near-term AI initiatives on data-centric, time-intensive marketing challenges. Use cases might include predictive and prescriptive analytics that improve accuracy over time or testing and optimizing thousands of different data and content variables.”
We believe that AI will transform the way marketers are working and free them from having to micromanage campaigns and segments. With solutions like Tinyclues, B2C marketers can 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.”
Tinyclues’ use of deep learning offers a unique AI-first Campaign experience where marketers directly input their campaign ideas and goals and, within minutes, build the best action plan. We offer real business impact, with an average +49% campaign revenue increase seen among our 100+ clients, AccorHotels, Arcadia, Brandalley, Cdiscount, Charles Tyrwhitt, Clarins, Club Med, Fnac Darty, Global Hotel Alliance, Lacoste, Manor, Road Scholar, Thomas Cook, TUI, Vente-privee, and Vestiaire Collective.
We are excited for this third mention from Gartner, following our naming as a Cool Vendor in Cool Vendors in Multichannel Marketing (2) 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, 2018, Bryan Yeager, Mike McGuire, 25 July 2018.
(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.