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Photo of Kim Toole on MarTechExecKimberly Toole is a featured contributor to Content Marketing for the Modern Customer Journey: A Guide for Marketers Willing to Walk the Walk report.

Here’s the complete contribution:

Helping with all facets of digital marketing from website analytics to email marketing, MarTech has become indispensable. Innovation has now become inevitable with so much competition entering the fray. I believe the following trend(s) will continue to evolve over the next 3-5 years:

Machine Learning

Technology’s transformation has revealed that data is becoming more and more a part of the marketing landscape. Machine learning, as well as artificial intelligence (AI), are helping marketers not only better understand the audience they are trying to connect with, but also reach them in personal and unique ways. This technological trend also allows us to connect with the right people with the right message, at the right time. I don’t see it disappearing any time soon.

Virtual and Augmented Reality

This type of content is creating new opportunities for marketers. VR/AR allows customers to interact with a brand in a more personal and memorable way. Whether it is experiencing a new place to live or better understanding a company’s mission, virtual reality and augmented reality are technologies that give marketers new ways of making a lasting impression.


Chatbots are slowly changing the game, especially for retail marketers. Already being used by several big brands, a chatbot is a computer program which converses with target audiences either through auditory or textual means. Chatbots are being used in a number of ways including entertainment, information gathering and even teaching foreign languages. While this technology is fun for those being engaged, it is being used to convert leads into sales for the brands that are investing in it.

Original article published on MarTechExec.