Connected Devices and VR Top Priorities for Marketers

Tim Maytom

Generic VR headsetMarketers in both the UK and internationally are aiming to add virtual reality and Internet of Things devices to their marketing efforts over the next year, a survey of over 600 industry experts worldwide has found.

The survey, carried out by Marketo, found that among UK marketers, the Internet of Things and virtual reality topped the list of technologies they planned to include in their strategies, at 42 per cent and 39 per cent respectively.

Completing the top five, 24 per cent of UK marketers expected to include AI in their marketing strategies, 24 per cent planned on using predictive analytics, and 20 per cent hope to take advantage of machine learning technology.

Across Europe, the trends were similar, with IoT at 47 per cent in France and 42 per cent in Germany, and virtual reality at 29 per cent in France and 40 per cent in Germany.

Looking at the US, predictive analytics were the most popular technology at 38 per cent, surpassing both VR and IoT. Around 70 per cent of all US marketing strategies are expected to include predictive analytics over the next year.

In contrast, only seven per cent of UK marketers named predictive analytics as their most exciting technology, and only four per cent in Germany.

"There's clearly a lot of excitement around emerging technologies," said Conor Shaw, managing director for EMEA at Marketo. "Marketers are focusing more on their role as storytellers and exploring the ability of these tools to develop deeper, more meaningful relationships with customers.

"As they fall under the marketer's digital ownership, the next great challenge will be how these elements coalesce to deliver an end-to-end immersive experience."