The Moore%E2%80%99s” law> and 2018″ update to the>5 disruptions to marketing: artificial intelligence (AI), conversational interfaces, augmented reality (AR), Internet of Things (IoT), customer data platforms (CDP), etc.
In marketing, it’s not just technologies that follow this hype cycle, but also concepts and tactics, such as content marketing, account-based marketing, revenue operations, and so on. By the way, that’s not a knock against any of those. There is real value in all of them. But the hype exceeds the reality in the first 1/3 or so of their lifecycle.
Indeed, it’s the reality underneath the hype cycle that people lose sight of. Expectations are perception. The actual advancement of the technology (or concept or tactic) is reality.
At the peak of inflated expectations, reality is far below what’s being discussed ad nauseum in blog posts and board rooms. In the trough of disillusionment, the actual, present-day potential is sadly underestimated — discussions shift to the inflated expectations of the next new thing.
However, this desync between expectations and reality is a good thing — if you know what you’re doing. The gap between expectations and reality creates opportunities for a savvy company to manage to the reality while competitors chase the hype cycle.
It’s a variation of the age-old investment advice: buy low, sell high.
At the peak of inflated expectations, you want to avoid overspending on technology and overpromising results. You don’t want to ignore the movement entirely, since there is fire smoldering below the smoke. But you want to evaluate claims carefully, run things with an experimental mindset, and focus on real learning.
In the trough of disillusionment, that’s when you want to pour gas on the fire. Leverage what you learned from your experimental phase to scale up the things you know work, because you’ve proven them in your business.
Don’t be distracted by the backlash of negative chatter at this stage of the hype cycle. Reinvest your experimental efforts in pushing the possibilities ahead of the slope of enlightenment. This is your chance to race ahead of competitors who are pulling back from their missed results against earlier, unrealistic expectations.
As close as possible, you want to track the actual advancement of the technology. If you can achieve that, you’ll get two big wins, as the hype is on the way up and on the way down. You’ll harness the pendulum of the hype cycle into useful energy.