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

AR, VR and MR—oh my! Getty Images

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.

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James Turner is client director at DWA, a Merkle company.