2016 has been a big year for everyone, especially marketers trying to reach their audience in the midst of life’s daily distractions. With the year coming to a close, here are my thoughts on what’s to come in the martech industry in 2017.
1. 2017 will be the year of augmented reality
Although virtual reality (VR) is once again a hot topic (remember the VR hype in the early 1990s?), 2017 will really be the year of augmented reality (AR).
The barriers to entry for delivering a quality AR user experience are much lower than they are for VR, which still suffers from a variety of issues, including stutter and motion sickness. As a result, VR will remain a toy for high-end gaming, especially given the current price-point and hardware requirements.
Meanwhile, vendors can already deliver terrific and affordable AR user experiences with today’s technology. The potential use cases for these capabilities for manufacturing (access to manuals), healthcare (patient information and resource location), communication (real-time translations), and other industries and uses is unlimited. And we will see more and more of them affordably delivered in the coming year.