General enquiries :
+44 (0)20 7602 6000

The Next Digital Decade

Wednesday 5 February 2020 Marketing Technology

1

Ananya Sadera's picture
By Ananya Sadera

Those of us working in Data, Digital and Technology are all familiar with Gartner's Hype Cycle. We eagerly work on the next innovation, field numerous questions about the latest technology or communication channel, before realising the new marketing technology in fact does not do everything…but it’s pretty good for some things.

Then we all start using it… and start searching for/reading up on/working on the next innovation.

The start of a new decade is a good point to reflect on things that created a hype, where they ended up and what we see as the one’s to look out for in the future.

Back in 2010 marketers were talking about campaign management tools. The slide we see at every marketing seminar which depicts the never-ending expansion of new technologies and vendors was not as messy and crowded as now, although there was a fair few around. Implementation costs were high as solutions were implemented for the first time; higher however was the sales flurry around these tools and resulting expectations on what this new technology could deliver and the way in which they’d revolutionise marketing.

I remember sitting through a very memorable meeting watching an enthusiastic vendor talking to a client about the new technology. Reading the room, the client was not buying into the fact that this tool could do everything he was being told, so he kept asking the vendor if the tool would do this? Would it do that? At each point he was greeted with “absolutely, of course, definitely”. At this point, rather annoyed at the answers and with a very straight face, the client asked if it would “also make the coffee!”.

Ten years on, what have we learnt? Are we going through the “Trough of Disillusionment” (because the tool did not make coffee?)?

Campaign management tools are a core enabler of tailored communications. However, some aren’t easy to use, others don’t cope well with digital data, and still others don’t easily support real time communication.

So, in 2020 we’re looking at where Customer Data Platforms (CDPs), a more recent entrant to the MarTech space, are on the hype cycle. CDPs seem to work well for real time interactions and digital data and are designed to bring aspects of the digital marketing stack together. Their easy to use interface makes data easily accessible to marketers. Is this the Peak of Inflated expectations?

While doing some things very well, CDPs can quickly prove to become very expensive based on the amount of data ingested, have simple identity matching capabilities and it can be argued that the easy to use interface can actually make it easier to make incorrect data selections... and they still don’t make the coffee.

Get in touch at info@caci.co.uk to talk to one of our experts about some of the trends and products that featured on the digital hype cycle in the last decade and what’s coming up this decade!

 

Those of us working in Data, Digital and Technology are all familiar with the Gartner Hype Cycle. The start of a new decade is a good point to reflect on things that created a hype, where they ended up and what we see as the one’s to look out for in the future.

The Next Digital Decade