​Forrester reveals top emerging tech B2B and B2C marketers should watch

New research released by Forrester reveals enabling tech marketers will need

B2B and B2C marketers serious about remaining competitive in the future need to look out for a series of emerging tech in the next three to five years, new research from Forrester found.

Speaking to analysts and interviewing experts globally, Forrester’s reports, Top Emerging Technologies for B2B Marketers and Top Emerging Technologies for B2C Marketers, revealed the latest data, insights, engagement, and connected customer offerings to watch in the next three to five years.

From a B2B perspective, the research revealed attribution, content intelligence, and customer data platform technologies will help B2B marketing become insights-driven. Content intelligence also topped insights-driven tech for B2C marketers, along with customer journey analytics, and enterprise preference management technologies.

Top 5 engagement technologies

Forrester identified five engagement technologies that also help B2B marketers improve how firms connect customers and offerings. These are advocacy platforms, intelligent agents, personalised video, programmatic advertising solutions, and virtual and augmented reality.

Meanwhile for B2C marketers, the research showed virtual and augmented reality will enable more effective customer experiences, along with creative advertising technology, embedded advertising, intelligent agents and mobile engagement automation.

AI and the connected customer

AI, identity resolution and the Internet of Things (IoT) surfaced as the top three enabling technologies for both B2B and B2C marketers to help organisations become connected and meet the rapidly evolving needs and preferences of today’s customer.

According to the research, vendors of B2B marketing solutions are already starting to weave AI technologies into their offerings to enable a wide range of use cases, from account selection to content personalisation and ad placement.

For B2C marketers, the research showed AI-powered marketing solutions driving efficiency by automating processes and surfacing insights in the short term. In the longer term, AI-powered marketing solutions will enable contextual marketing and drive lift in marketing KPIs by autonomously creating and delivering customer interactions.

The identify resolution trend

B2B marketers are also beginning to see identity resolution as an important enabler for complete measurement, accurate targeting, relevant personalisation and channel/device-appropriate interactions, the research revealed.

Both B2B and B2C marketers increasingly see identity resolution as the fundamental enabler for complete measurement, accurate targeting, relevant personalisation, and delivery of interactions in the right channel and device.

This means legacy approaches of storing fragmented customer identities at the channel or application level will soon be replaced by processed of integrating identifiers across available touchpoints and devices with behavior, transaction, and contextual information into an addressable customer profile.

IoT and smartphone adoption

And while IoT is still an emerging technology overall, the research showed its adoption is more advanced among B2B enterprises than it is among consumer-facing brands. For B2C brands, the emergence of smart objects and packaging will give B2C brands opportunities to enter new territory and deliver increasingly contextualised experiences on top of products, the report showed. IoT will also enable marketers to listen to their customers wherever they are, analyse their real behaviors, create more frequent and intimate consumer interactions, differentiate their customer experiences, and even build new offerings and business models.

Importantly, the research confirmed over the next five to 10 years, smartphones will remain the primary interface to enable and control connected experiences and serve as a key driver of more personalised experiences across multiple connected environments. And in order deliver great IoT-powered experiences, B2C marketers must act on data, keep control of the customer relationship, move from products to experiences, and elevate privacy and security to a business imperative.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Launch marketing council Episode 5: Retailer and supplier

In our fifth and final episode, we delve into the relationship between retailer and supplier and how it drives and influences launch marketing strategies and success. To do that, we’re joined by Campbell Davies, group general manager of Associated Retailers Limited, and Kristin Viccars, marketing director A/NZ, Apex Tool Group. Also featured are Five by Five Global managing director, Matt Lawton, and CMO’s Nadia Cameron.

More Videos

Hi,When online retailers establish their multi channel strategy and they are using or will to use live chatbot to support their customers...

Alice Labs Pte. Ltd.

CMO's top 8 martech stories for the week - 6 May 2021

Read more

Thanks for nice information regarding Account-based Marketing. PRO IT MELBOURNE is best SEO Agency in Melbourne have a team of profession...

PRO IT MELBOURNE

Cultivating engaging content in Account-based Marketing (ABM)

Read more

The best part: optimizing your site for SEO enables you to generate high traffic, and hence free B2B lead generation. This is done throug...

Sergiu Alexei

The top 6 content challenges facing B2B firms

Read more

Nowadays, when everything is being done online, it is good to know that someone is trying to make an improvement. As a company, you are o...

Marcus

10 lessons Telstra has learnt through its T22 transformation

Read more

Check out tiny twig for comfy and soft organic baby clothes.

Morgan mendoza

Binge and The Iconic launch Inactivewear clothing line

Read more

Blog Posts

Getting privacy right in a first-party data world

With continued advances in marketing technology, data privacy continues to play catchup in terms of regulation, safety and use. The laws that do exist are open to interpretation and potential misuse and that has led to consumer mistrust and increasing calls for a stronger regulatory framework to protect personal information.

Furqan Wasif

Head of biddable media, Tug

​Beyond greenwashing: Why brands need to get their house in order first

Environmental, Social and (Corporate) Governance is a hot topic for brands right now. But before you start thinking about doing good, Craig Flanders says you best sort out the basics.

Craig Flanders

CEO, Spinach

​The value of collaboration: how to keep it together

Through the ages, from the fields to the factories to the office towers and now to our kitchen tables, collaboration has played a pivotal role in how we live and work. Together. We find partners, live as families, socialise in groups and work as teams. Ultimately, we rely on these collaborative structures to survive and thrive.

Rich Curtis

CEO, FutureBrand A/NZ

Sign in