The Pros and Cons of the Hype Cycle

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