Guides and Templates

Marketing technology and media innovation guide

How to prioritize marketing investments in innovative marketing technology

How will this guide help me and my business?

Use this guide to discover the latest marketing technology innovations.

The guide outlines the most important new technologies marketers should consider when planning for future investment in customer-facing marketing experiences and communications to encourage brand engagement and purchase.

At the start of the guide, we also explain different planning techniques that will help you take the right strategic decisions when evaluating new technology investments.

Who is this guide for?

The guide is written primarily for business leaders responsible for directing investments in marketing technology. This includes marketing, E-commerce and IT directors. Many of the examples are from early adopters in sectors such as retail, travel and financial services who use transactional E-commerce. So it is particularly relevant for these sectors.

However, its focus on technology trends will make it useful for anyone planning where to invest and developing strategies for future years. This means it will also be useful for CMOs (in all businesses) and CEOs in certain businesses. Those working in marketing agencies can use it to consider what emerging technologies they can offer to their clients.

How is this guide structured?

The guide starts by covering management techniques to assess the importance of tech trends by looking at:

  • Scenario Planning
  • Impact Probability Matrix
  • Gartner’s Hype Cycles

The technologies covered in the guide are:

  • Artificial Intelligence and Machine Learning
  • Chatbots
  • Virtual Reality
  • 360 Video
  • Augmented Reality
  • Personalized video
  • Geo-location
  • Internet of Things
  • Blockchain

Latest updates

  • Review the most recent Gartner hype cycle for Digital Marketing and Advertising Innovation
  • Includes new examples of applications of AR, Blockchain for advertising, VR and 360-degree video

Resource Details

About the authors

Annie Mangles

Carolanne Mangles is the digital marketing executive and editor at Smart Insights and oversees all blog content. She is involved in SEO strategy planning and improving pages for higher organic reach. When she’s not in the office, you’ll find her hiking in the countryside, eating cake or petting the nearest animal. Connect with her on LinkedIn or follow me on Twitter

Dr. Dave Chaffey

Dave is co-founder and content director of Smart Insights. He is editor of the 100+ templates, ebooks and courses in our digital marketing resource library created by our team of 25+ digital marketing experts. Our resources used by our members in more than 100 countries to Plan, Manage and Optimize their digital marketing.

For my full profile, or to connect on LinkedIn or other social networks, see the About Dave Chaffey profile page on Smart Insights. Dave is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing.

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