As we enter the final stretch of 2017, many marketing managers and decision makers will be starting to prepare for next year.
A constant theme of modern marketing is the breakneck pace of technological change. Every year sees innovations in the way that consumers interact with brands and in the methods that companies can use to reach out to their audiences.
2017 has been no different, with a host of new technologies breaking into the mainstream. So, what will UK marketers be aiming to incorporate into 2018’s sales and marketing strategies? Digital content company Purch asked 100 marketing managers in a bid to find out.
Putting innovation at the heart of strategy
Livestreaming came out on top, with 74% of respondents saying that they were planning to start livestreaming, or will continue to do so, in 2018.
AR/VR also featured heavily on marketers’ wish lists, with 72% saying that there planning to use the technology as part of next years campaigns. This is a significant increase, as only 10% of respondents saying that they already use VR or AR in their current campaigns.
42% of marketers are developing voice interfaces and that this will be a key part of their marketing roadmap for the coming year. 18% of those surveyed have no immediate plans to integrate a voice interface into their strategy while 8% had already initiated a voice aspect into their operations.
“As new technologies proliferate ever faster into consumer buying habits, we wanted to gain a sense of how quickly UK marketing managers were taking up their implementation and, crucially, which technologies they were betting on to enter mainstream buying habits fastest,” Andrea Baden-Semper, VP of Purch EMEA, said.
“We were very impressed with the level of uptake for virtual and augmented reality, as well as live streaming and voice interfaces. 2018 promises to be a year of significant change in the way marketers are approaching their customers.”
The one bit of highly touted tech that seemed to be dividing marketers is blockchain. 19% of respondents did not know what distributed ledger technology was, while only 10% were actively planning to use the technology.