Marketers are excited about emerging technologies like blockchain, AI, and IoT platforms, but many organisations aren’t seeing the returns they expected.

According to a GetApp survey of 301 marketers, 65% think rising martech motivates them to do their best job, yet almost half (49%) say they’ve run into problems with these much-hyped technologies, such as integration concerns, governance issues, and cost.

Marketers are embracing new technology, even if they take time to pay off:

• The most popular emerging technologies are voice search (59% of marketers investing in this technology in the past 12 months)
• IoT platforms (53%)
• Chatbot technology (49%).

Overall, marketers believe that emerging technologies can improve customer experience, provide a competitive edge, and result in better products and services.

Despite their enthusiasm for emerging technologies, 58% of marketers believe that there are viable alternatives to new, emerging, or disruptive technologies to examine.