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Marketing technology, a long-standing relationship

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Marketing with new technology

Marketing Technology: 63% of Latin American executives surveyed expressed the importance of Virtual Reality (VR) and Augmented Reality (AR) that minimize one of the main barriers of electronic commerce related to the inability to see or touch products

Artificial Intelligence (AI) also plays an important role for 50% of the interviewees

The most recent technological developments are offering new benefits for marketing, such as: anticipation of customer needs (one of the great expectations of Millennials with brands) and marketing automation, taking their efficiency to another level, according to with Carlos Jiménez of Tendencias Digitales, an online market research company specializing in business and electronic media in Latin America.

A survey carried out by Tendencias Digitales and EXMA, specialized updating platform for the marketing industry in Latin America, showed that 42% of executives in the region have a human resource specialized in technology for marketing and 38% plan to do so in the next period.

The key technologies that are impacting marketing ordered according to the results of the survey are: Big data, Virtual reality (VR) and Augmented reality (AR), Artificial intelligence (AI), Internet of things (IoT) and Cloud computing

The main application of Big Data that was highlighted by 79% of the marketing executives interviewed by EXMA and Digital Trends, is to convert raw data into meaningful information that allows knowing more about customers, identify better-qualified prospects and facilitate segmentation and personalization of content and offer.

Similarly, 63% of executives expressed the importance of virtual reality (VR) and augmented reality (AR) that minimize one of the main barriers to e-commerce, related to the inability to see or touch products, according to the study carried out by EXMA and Digital Trends.

While artificial intelligence (AI) also occupies an important role for 50% of executives can be used in the development of content tailored to a specific user, including programmatic purchases of advertising.

Meanwhile, the Internet of Things (IoT) offers multiple opportunities for marketing and business, highlighting three: Increase brand awareness, participate in the process of the purchase decision and market research, as indicated by 42% of executives of marketing.

Likewise, Cloud computing has become a business model for many companies, making it easier for small and medium companies to access the technology and services required by current marketing without having to have an expensive infrastructure, in accordance with 29% of the respondents.

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