The Pros and Cons of the Hype Cycle
June 20, 2024
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By Shailin Dhar, Scott Thomson
Most marketers are drawn to new things. They enjoy finding new ways to engage with audiences or leveraging new pieces of technology.
There is also a natural tendency toward creativity in the industry. Even a CMO with a skew toward the analytical can have a secret and well-developed sense of creative innovation, all of which leads to a natural churn of ideas, continuous reassessment of assumptions and approaches toward going to market, with their doors naturally ajar to any technologist with a new platform to foster those new approaches. Most marketers are also just human. They crave known outcomes and comfort zones but sometimes fundamentally enjoy trying new things; it invigorates annual planning and stops everyone from getting bored.
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Courtesy of The Association of National Advertisers