Youa€™ll be joining the 130,000 Smart Insights members from 80 countries who trust our advice to Plan, Manage and Optimize their marketing. If you're involved in marketing strategy development, you will be constantly making judgements and doubtless arguing with colleagues about which digital technology innovations are most relevant to A your organisation.
You'll see we have updated the post for different years, so you can see how technology trends have changed. You may well know the Gartner Technology Hype cycle since this has been published for over 10 years, over time they have added a comprehensive range of hype cycles covering technology applications like Ecommerce, CRM and ERP. Gartner announced their new Emerging Technologies hypecycle in AugustA this year.A The 2015 Hype Cycle report identified 5 mega-trends which will play out over the next few years. Brain-computer interfaces still seem a while away for most of us, but there has been big strides in the interfaces, especially for controlling robotic limbs for people who have lost their legs or arms. Gartner'sA hype cycle for digital marketing is particularly useful for Smart Insights readers.
The emerging technologies trend report is the best known Gartner hype cycle, but is in fact, one of many hype cycles covering activities from Big Data to Ecommerce.
Working back to what is slipping into the aptly named "trough of disillusionment",it's no surprise to see RTB and some aspects of social media marketing languishing there. Moving further left to the emerging technologies, many of these have been around for years, content marketing, data drive marketing, customer experience management, digital commerce, personas and tag management will all be super-familiar toA Smart Insights readers, but Gartner do focus more on the IT management audience. For reference and comparison to previous years., we have included the Gartner technology maturity adoption curves from previous years.
In August 2013, Gartner followed with their Latest 2013 Hype Cycle of emerging technologies. Marketers who follow new technology will not be surprised to see Big Data nearing the Peak of Inflated Expectations along with wearable technology.
Here is my summary of the 5 stages of diffusion of innovation used by Gartner - it can be useful for explaining to colleagues your strategy when you have adopted a "wait and see" approach because you don't want to waste time implementing a solution that never gets out of the "trough of disillusionment".
1 Technology Trigger - The first phase of a hype cycle is the "technology trigger" or breakthrough, product launch or other event that generates significant press and interest. 2 Peak of Inflated Expectations - In the next phase, a frenzy of publicity typically generates over-enthusiasm and unrealistic expectations. 3 Trough of Disillusionment - Technologies enter the "trough of disillusionment" because they fail to meet expectations and quickly become unfashionable. 4 Slope of Enlightenment - Although the press may have stopped covering the technology, some businesses continue through the "slope of enlightenment" and experiment to understand the benefits and practical application of the technology. 5 Plateau of Productivity - A technology reaches the "plateau of productivity" as the benefits of it become widely demonstrated and accepted. Selecting amongst hundreds of alternative projects is a challenge I commonly hear when talking to digital strategists. Forrester produced a "HERO" Project Effort-Value Evaluation tool which works in a similar way. What struck me was the hype cycle time for real-time marketing which, with a 10-year hype cycle, seemed to one element of digital marketing crying out for faster levels of innovation. Not only that but they are also giving you a chance to design your own car and then sell it throughout America, if it’s chosen by the wide audience. Jim McDowell, MINI USA’s Vice President even stepped up in front of the camera to explain just how much his coworkers agree to this scheme. The expertise and high-level corporate industry experience of BMC Strategic Associates (BMCSA) gives us a unique ability to provide management consulting to the worlda€™s leading food and beverage companies.
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BMC Reports also act as decision support tools, providing reliable data and an objective third party view to help companies identify opportunities and determine which ones best fit their strategic plans and growth objectives. BMC annually co-hosts The Beverage Forum, the only global all-beverage executive conference. The Beverage Forum consistently features top beverage executive presentations and interviews, lively panels debating the pressing topics of the day and engaging breakout sessions that provide a more hands-on environment to dissect complex topics. Recruiters spend an average of six seconds reviewing a CV before they make the initial decision on candidates, according to research conducted by TheLadders, an online job-matching service for professionals. Amanda Augustine, career expert at TheLadders, created an example of an excellent resume to show what works.

While resumes should be tailored to the industry you're in, the one below offers a helpful guide for entry- and mid-level professionals with three to five years of relevant work experience. Just when the Christmas rush of parties and indulgence had eased, Truth Marketing launched the latest brand campaign for Hooters Restaurants. Truth Marketing had been working on the sales promotion campaign throughout the later part of 2009 and was scheduled to break early January, hoping to capitalise on the belated Christmas spirit. With sales of the UK restauarnt’s taking a dip in January and Febuary along with weaker sales Monday to Thursday, Truth created a brand campaign promoting the wonderful midweek night promotions on offer. In house posters and tent cards were created along with till receipt promotions and urinal advertising. I just wanted to comment your blog and say that I really enjoyed reading your blog post here. VR was also a big trend of 2015, as was virtual personal assistants, with Facebook launching 'M' in beta, and Siri, Google now and Cortana all battleing for market share. A Also, this year Gartner have released this report specifically on Digital Marketing which will be of particular interest to Smart Insights readers. I usually start by reviewingA the newer technologies on the left, but here it's interesting to see what has reached the "Plateau of Productivity". I'd disagree that website personalisation, Event-triggered marketing and multichannel marketingA are heading into the trough, theseA are certainly on the Plateau of productivity for many businesses, particularly retailers, banks and travel companies. In July 2013 Gartner released their Digital Marketing Hype Cycle - you can see some interesting commentary in this Slideshare kindly recommended by Jon Clements in the comments to this post and we added this in December since it's sure to be of interest to Smart Insights readers. If you don't know it, this is one of the best ways to find out about the upcoming technologies which may affect digital marketing. Scary-sounding new technologies to watch include the Brain-computer interface, Human Augmentation and Neurobusiness.
Alternately, in digital marketing, many smaller, nimble companies have gained an edge amongst early adopters of an approach such as social media or Web 2.0.
There may be some successful applications of a technology, but there are typically more failures.
One approach I have developed when consulting, to help with this, is the matrix below which we describe along with other alternatives in our guide and template to justifying digital marketing investments. Can companies really wait that long for it to reach the “plateau of productivity”? After all, the 2014 MINI Cooper is the result of their work and it’s only natural that they seem a bit left out.
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It includes a URL to the jobseeker's professional online profile.If you don't include URLs to your professional online profiles, hiring managers will look you up regardless.
It uses consistent branding."If you have a common name, consider including your middle initial on your resume and online professional profiles to differentiate yourself from the competition," says Augustine. It includes a single phone number and email address."Choose one phone number for your resume where you control the voicemail message and who picks up the phone," she advises. It does not include an objective statement.There's no point in including a generic objective about a "professional looking for opportunities that will allow me to leverage my skills," says Augustine. Instead, it includes an executive summary.Replace your fluffy statement with an executive summary, which should be like a "30-second elevator pitch" where you explain who you are and what you're looking for.
It uses reverse chronological order.This is the most helpful for recruiters because they're able to see what you've been doing in recent years immediately, says Augustine. It provides company descriptions.It's helpful for recruiters to know the size of the company you used to work for, advises Augustine. You can go to the company's "About Us" section and rewrite one or two lines of the description. It does not list achievements in dense blocks of text.Recruiters receive so many resumes to scan through at a time, so make it as easy as possible for them to understand why you're perfect for the job. It quantifies achievements."Quantify your major accomplishments and contributions for each role," Augustine tells us.
White space draws the reader's eyes to important points.Recruiters do not spend a lot of time scanning resumes, so avoid dense blocks of text.
It does not include pronouns.Augustine says you should never write your resume in third person because everyone knows you're the one writing it (unless you go through a professional resume writing service).
It does not include images."Avoid adding any embedded tables, pictures, or other images in your resume, as this can confuse the applicant-tracking software and jumble your resume in the system," says Augustine.

It doesn't use headers or footers.It may look neat and concise to display your contact information in the header, but for "the same reason with embedded tables and charts, it often gets scrambled in an applicant tracking system," says Augustine. Education is listed at the bottom.Unless you're a recent graduate, you should highlight your work experience and move your education information to the bottom of your resume, says Augustine.
It doesn't say "references upon request."Every recruiter knows you're going to provide references if they request it so there's no reason for you to include this line. From a global brand perspective everyone knows Hooters and now they are looking to open even more restaurant chains in the UK. Wearables is currently ascending the peak of inflated expectations, and with all the hype around them they could have quite a long fall into the trough of disillusionment. A I'd agree that Email marketing and lead gen should be here, but where is Search Marketing?! The final height of the plateau varies according to whether the technology is broadly applicable or benefits only a niche market. Of course this structured approach won't fit the culture of all organisations, but even a simple unscored version of this is useful within a workshops to help discuss the relative merits of different digital projects. For example you see turbines working on Shetland and you think perhaps they would work for you on the mainland. Last your children have an Iphone so you get offay and used to tech and decide to abandon CDs.
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Each BMC Report provides a total market, all-sales-channel-inclusive portrait of historical and current market trends as well as future prospects within its subject range. Continuously updated and expanded, the data contained in each listing of this directory provides valuable contact information along with other information pertaining to the company's area of beverage business. Augustine tells Business Insider that 86 per cent of recruiters admit to reviewing candidates' online profiles, so why not include your URL along with your contact information?
This can include the money you saved or brought in for your employer, deals closed, and projects delivered on time or under budget.
Again, remember that space on your resume is crucial so don't waste it on a meaningless line, Augustine tells us. Naturally Hooters had a long list of data collected over the years and a direct mail campaign was launched to coincide with the start of the downturn. So here’s to a great night out for all the team involved, to a successful campaign lauch for 2010 and a new client on board the Truth Marketing roster! Saying thanks will not just be sufficient, for that extraordinary lucidity inside your writing. Mobile advertising is now headed straight for the plateau of productivity, which is where it will rightfully sit given most web traffic now comes from mobile.
I'd disagree that Predictive Analytics is widely adopted, only in the largest organisations, I'd say. Digital marketing specialists may be surprised to see some established techniques such as content marketing, attribution, responsive design and mobile analytics only at the innovation trigger stage although some of these are reaching the peak of the hype cycle. With 6,000+ listings containing 13,000+ brands and 22,000+ industry executive names, this directory is the defining tool when indentifying key industry leads in the U.S and Canadian beverage marketplace. It uses keywords like "forecasting" and "strategic planning."Many companies use some kind of screening process to identify the right candidates.
Watch out for real-time marketing and personification to be key trends emerging in 2016, and integrate them into your marketing plans where possible.
Even with web analytics, my experience is that it's installed, but poorly configured and underused in many organisations - we're launching an #ActionableAnalytics campaign and dashboard shortly to help businesses focus on this.
Accomplishments are formatted as result-and-then-cause.A good rule is to use the "result BY action" sentence structure whenever possible. Yet like many other beverage categories in the United States during the depths of the economic recession, bottled water suffered reversals in 2008 and 2009. Although each advanced at very different rates, every one of them grew faster than they had in the previous year. Indeed, the PET component enlarged by a double–digit percentage rate 16 consecutive times through 2007.
Its share eroded from nearly one–quarter of the category volume at the beginning of the century to slightly more than 10% by 2012, largely as a result of competition from PET. Its low cost during economic hard times undoubtedly had something to do with vending's positive results. In the 2000s, it registered double–digit percentage growth in some years, and equally sizeable contractions in others. After one of those up years in 2007, imported water's volume fell sharply in 2008 and then plummeted precipitously in 2009.

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