Senior marketers are planning to boost their spend and adoption of technology-assisted tools even after many have experienced hits to their revenues and budgets over the past year.

According to the Creating Connections report, based on a survey of more than 300 businesses, most have maintained or increased budgets in all major areas of marketing and communications except physical events. This has led to more competition in fewer channels.

The Internet of Things (IoT): the connection and intercommunication of devices and appliances using a combination of WiFi, Bluetooth and the World Wide Web.

Today, people are increasingly becoming more and more dependent on applications (apps). Carl Nawagamuwa, Vice-President of Client Services (Southeast Asia) at Amobee, is convinced that mobile phone apps are set to play an even greater role in defining customer experience (CX) as we move toward 2020. Mobile smart phones are already the sole gateway to the internet for many people in the Asia-Pacific region.

A recent Fifth Quadrant report conducted in partnership with Interactive Intelligence has revealed how organisations will be managing and improving their CX ecosystems. Titled ‘The Technology Investment Priorities for Customer Experience in 2016’, the report was based on responses from respondents in the services, distribution, government and manufacturing sectors. About 60 per cent of respondents had an employee size of less than 1000 employees, while the rest were larger, with 1000+ employees.