Thursday, February 25, 2021

Marketers Seem to be Resisting Emerging Tech

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Pesach Lattin
Pesach Lattinhttp://pacevegas.com
Pesach "Pace" Lattin is one of the top experts in interactive advertising, affiliate marketing. Pace Lattin is known for his dedication to ethics in marketing, and focus on compliance and fraud in the industry, and has written numerous articles for publications from MediaPost, ClickZ, ADOTAS and his own blogs.

Marketers are constantly having to change their strategies as consumers change, and technologies adjust. Despite this fact, however, new information is suggesting that marketers aren’t adopting the latest emerging technologies nearly as fast as many people would have expected.

More than 2/3 of marketers in the US, for example, haven’t yet started taking advantage of artificial intelligence or blockchain related technologies.

The research was put out by PointSource, where they looked at 679 senior-level decision makers. Those individuals reported that they were largely still in the ‘discovery’ phase of looking at these innovations. Given the fact that both AI and blockchain have the potential to be quite revolutionary when it comes to marketing, this means that many people are missing out on some big opportunities.

When looking at why these technologies aren’t being quickly adopted, the biggest reasons given are that they aren’t easy to jump right into and that there aren’t sufficient use cases for them. Large companies can invest the time and resources needed to become early adopters of these emerging technologies. For the average marketer, however, it is much more difficult.

As more and more large companies begin using and showing the benefits of emerging tech, smaller brands and individuals will be much more likely to follow.

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