​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

Blog Posts

Why defining brand strategy is vital to capitalising on quick wins

Big brands were once protected from small brands by high barriers to entry. Big brands had the resources to employ big agencies, to crack big ideas and to invest in big campaigns. They had the luxury of time to debate strategies and work on long-term innovation pipelines. Retailers used to partner with big brands.

Troy McKinnna

Co-founder, Agents of Spring, Calm & Stormy

3 ways to leverage the talents of your team to avoid disruption

​According to the World Economic Forum in its most recent The Future of Jobs report, the most important skills for the future are not technical, task-oriented skills, but higher-order skills such as creativity, social influence, active learning, and analytical thinking.

Gihan Perera

Futurist, leadership consultant

CMOs, it’s time to stop squandering customer attention

Businesses continue to highly value the attention they buy through paid media, yet at the same time, many continue to disregard and under-value opportunities to connect with customers using their owned media.

Well written Vanessa!! Agreed with your view that human experience is marketing's next frontier. Those businesses who are focused on the ...

Clyde Griffith

Forget customer experience, human experience is marketing's next frontier

Read more

Great tips for tops skills need to develop and stay competitive

Nick

The top skills needed to stay competitive in a rapidly changing workforce

Read more

The popularity of loyalty programs is diminishing, though I'd say it is because customers are savvy enough to recognise when a loyalty pr...

Heather

It’s time for marketers to rethink their approach to ‘loyalty’

Read more

Thanks Nadia for sharing this blog. It has really useful and amazing information about Salesforce Commerce Cloud and digital engagement w...

Holly Smith

Adidas taps data and technology smarts to build personalised digital engagement with consumers

Read more

clearly someone who's jealous and only comments from the safety of being behind their keyboard

Peter Sibson

The purpose of purpose - Brand science - CMO Australia

Read more

Latest Podcast

More podcasts

Sign in