The world’s top marketers just spent more than $2b on emerging tech

By Paige Murphy | 10 July 2019

The world’s top marketers have spent more than $2 billion on emerging technology in the last three years, according to a report from independent consultancy R3.

Big brands including P&G, Coca-Cola, Samsung, Nestlé, Volkswagen and Shell have gone beyond traditional marketing methods to support growth in new and emerging areas.

R3 reviewed 40 companies for its Future40 report, covering 12 broad categories including artificial intelligence (AI), augmented reality (AR) and virtual reality (VR), blockchain, chatbots, digital transformation, future consumers (Gen Z), future of retail, internet of things, live video, neuromarketing and programmatic.

The report found that the use of these technologies improved experiences for marketers and consumers.

Whether it was blockchain or VR, the technology showcased had to show results. This could mean driving overall process efficiencies, cost-saving, higher engagement and retention, increased transparency or enhanced customer experience. 

“The pressure to connect and engage in inspiring ways has never been more intense,” says Greg Paull, co-founder and principal of R3. 

“With Future40, we aim to give marketers a broad understanding what’s possible today and in the near future, as well as showcase the diversity of technology partners globally.” 

R3 reviewed hundreds of technology companies, of which 40 were selected for its Future40 report.

Each company was scored for its practical application of the emerging technology based on insights, strategic thinking, creativity and innovation.

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