AR, VR and machine learning will shape marketing in 2017: Adobe

• The challenge for markets will be to learn how to create content for these formats to fully leverage the opportunities the technologies offer
• Competitive advantage, through exceptional customer experience, will be the biggest driver of digital transformation

2016 was an eventful year for marketers: new technologies such as augmented reality (AR) and virtual reality (VR) captured the imaginations of marketers globally — as Nintendo’s new AR offering, Pokémon Go, took the world by storm. 

It was also a big year for digital transformation (DX), as enterprises rapidly prioritized DX at the center of their corporate strategy, and marketers rapidly embrace data analytics in order to drive marketing decisions.

According to Adobe APAC vice president of marketing Marta DeBellis (pic above),  AR, VR and machine learning will shape marketing in 2017 and beyond. 

"AR and VR will change the way marketers can engage with customers and drive experiences beyond what is possible today. The challenge for markets will be to learn how to create content for these formats to fully leverage the opportunities the technologies offer," said DeBellis in a media statement.

She added that machine learning and data science will offer significant productivity opportunities for marketers, allowing marketers to focus their time on their overall strategy and away from day-to-day analytics and data management.

"Artificial Intelligence (AI) and machine learning have become ubiquitous in the technology industry, and a lot of great work has been done to build out horizontal frameworks to solve large-scale problems – from accurate speech recognition to computer vision.

"We recently introduced Adobe Sensei, a framework and set of intelligent services, with deep expertise in AI, machine learning and deep learning, built into the Adobe Cloud Platform which dramatically improve the design and delivery of digital experiences," she said.

She also said that competitive advantage, through exceptional customer experience, will be the biggest driver of digital transformation.
"Customer experience is the new competitive differentiator of success and is separating those brands which are pushing ahead with transformation, and those trapped in a business model of yesterday. 

"Today’s digital landscape is overflowing with people interacting across multiple devices, whether it’s mobile devices, wearables, tablets or even car dashboards. When new products and innovation come onto the market, people want to be able to use it. The increased expectations of consumers have brought us to a tipping point where experience must be at the center of everything brands do," she added.

She emphasised that marketers need to walk in the shoes of customers and truly understand the experience their brand is offering. 

"Customers are interacting with brands across many different touchpoints and marketers need to be aware of how this experience affects the overall customer journey," said DeBellis.

Despite the breakthrough in technology, she reminded digital marketers to continue to emphasis on creativity.

"Data has given marketers the power to demonstrate ROI and drive business growth. However, it’s crucial they remember that creativity still plays a significant role. Creating amazing content that is personal and emotive is key to delivering incredible customer experiences," she said.

"Creativity and design-led thinking are central to business success."

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