While Tempting, B-to-B Marketers Need to Approach Emerging Tech With Skepticism

If it doesn't help improve the consumer experience, it likely isn't a worthwhile investment

Every year, the Gartner Hype Cycle for Emerging Technologies report serves as a useful reality check for marketers who are too often dazzled by shiny objects. This year, it came as no surprise that virtual reality, augmented reality and mixed reality (MR) were high on the list of technologies whose future relevance for businesses is ripe for discussion. All three involve immersing a consumer into artificially generated experiences to varying degrees, with VR completely cutting a user off from the physical world.

Which of the three technologies ultimately wins the adoption game among marketers shouldn’t be the main question of concern right now, particularly in the B2B space.

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