Navigating the Hype Cycle: The Future of 5 Online Marketing Tactics

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In many cases, when an innovation has a high impact, it triggers a very high level of expectations that is reflected in the enthusiasm of the community. And to help us study this phenomenon, there is what is known as the  Hype Cycle methodology .

It is obvious that the discipline of online marketing is new zealand email list constantly developing. Year after year we witness the launch of tactics and technologies that innovate in the art of bringing brands and customers together.

The launch of a new type of Digital Marketing initiative is usually closely followed by a community made up of professionals, amateurs and media (specialized or generalist).

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The Gartner Cycle
For several years, the consulting firm Gartner has been developing a method through which it seeks to measure the level of existing expectations regarding different innovations and compare it against the time and development factors that influence them.

Gartner's main postulate is that innovations usually go through a period of "hype", which is usually followed by a period of disappointment, the result of excessive expectations.

The level of Hype does not necessarily respond to the level of “real” or scientific development of that innovation.

The term “  Hype Cycle ” and its accompanying methodology have become a standard for planning innovations.



As you can see, the Hype Cycle is highly influenced by human attitudes towards innovation. It is important to note that this pattern applies not only to new technologies, but also to business models, movie stars, and much more.

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5 Stages of the Hype Cycle 
The Hype Cycle curve has 5 steps or instances. Not all innovations survive to the final stages. On the other hand, the passage of a new idea through the Hype Cycle can occur in drastically different time frames.



The five phases of the Hype Cycle are:

1. Launch: A potentially transformative innovation starts the cycle.
2. Peak of Over-Expectations: Initial publicity produces a cluster of success stories, often accompanied by many failures.
3. Chasm of Disillusionment: Interest wanes as experiments and implementations fail to perform to expectations.