How Marketers View the Future of Technology

By Tony Kontzer
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    1 - How Marketers View the Future of Technology

    How Marketers View the Future of Technology

    When it comes to using emerging technologies to engage with customers, American marketers and their international peers take vastly different approaches.

Marketing executives are commanding an ever-growing piece of the IT budget, so it makes sense to get their take on which technologies are getting their attention. But it turns out that their take is a bit conflicted. A recent survey of 620 marketers from the United States, the United Kingdom, France, Germany and Australia, which was conducted by marketing software-maker Marketo, reports a notable difference in approaches between American marketers and their overseas counterparts when it comes to using emerging technologies to engage with customers. Specifically, it seems non-U.S. marketers are more willing to jump into new technologies before they know their potential customer service value, whereas American marketers are more heavily informed by what their customers are already doing. "While U.S. teams are more focused on figuring out the 'whys' behind customer behavior, European marketers in particular are usually ahead of the curve in adopting cool technology," Chandar Pattabhiram, Marketo's chief marketing officer, wrote in a recent blog post on the findings. One technology that's high on the priority list is predictive analytics. "As emerging technologies like the internet of things and virtual reality are increasingly adopted by consumers and businesses—bringing massive data volumes with them—we'll see the need for behavior-driven analytics continue to grow," Pattabhiram said.

This article was originally published on 2017-02-07

Tony Kontzer has been writing about the intersection of technology and business for more than 20 years and has been a regular contributor to Baseline since 2007.

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