Gartner recently released the latest update to its influential digital technologies hype cycle. It saw nine technologies from previous hype cycle studies dropped from the tracking study altogether, either because they are now so commonplace we can accept they are now just a way of life, or because they have been overtaken by newer technology trends. The nine dropped were:
- Mobile advertising
- Digital Commerce Marketing
- Automatic Content Recognition(ACR)
- Social TV
- Sharing Economy
- Privacy Management Tools
- Lead Management
Mobile advertising, digital commerce marketing and lead management can’t in anyway be seen as technology trends, they are just components of everyday digital marketing life. However social TV, which was at the top of the hype curve around 2011 / 2012, seems to have died a death. The idea that we would watch TV, while simultaneously interacting with it on via social media, did become a reality and an obvious example is the X Factor app. But it didn’t become anywhere near the huge force for change many thought.
Why is that? Social has gone from strength to strength but TV has changed fundamentally over the last ten years from being a simple broadcast medium to a on demand content platform and that is why social TV didn’t come to dominate. Do you know anyone under 25 even plan to own a TV?