The report was based on data from a survey conducted in September 2017 among 318 marketers in the United States.
Respondents were asked whether they believe five ideas/terms—artificial intelligence, Big Data, omnichannel, real-time marketing, and personalization—are overhyped (i.e., closer to fantasy than reality).
Some 47% of marketers say artificial intelligence is overhyped; 31% say Big Data is overhyped; 23% say omnichannel is overhyped; 20% say real-time marketing is overhyped; and just 14% say personalization is overhyped.
Some 40% of marketers say they feel skeptical when they hear the term "artificial intelligence"; 34% say they feel exhausted when they hear the term "Big Data."
Some 55% of marketers say they blame marketing technology vendors for overhyping buzzwords; 38% say they blame journalists/bloggers.
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.
LinkedIn: Ayaz Nanji