What technology is over-rated and what is under-rated?
There is obviously mass proliferation of martech available and it continues to change every day. This makes for a pretty complex landscape for marketers to get a handle on – we’re up to 7,000 tools and counting. Much of the suitability and importance depends on the type of business you are and much of the new and emerging tech is overhyped.
I don’t think you can ever under-rate a rock-solid customer data platform – it’s such a critical enabler and huge competitive advantage.
There’s a heap of chatter about AI and I think we’re starting to see more practical applications as well as underpinning many other martech platforms and tools. We’re seeing some great returns from our investment in AI which utilises predictive analytics, machine-learning and natural language processing and is also helping scale our team.
From an over-rated perspective, I’m going to make a call on AR and VR. There’s some awesome applications but the scaled return is currently limited at this stage, however it will change over time as the tech matures.
At the end of the day marketing technology is all built around good data and that can never be under-rated.