Which Trends & Tech Do Marketers Think Are Most Overhyped? - Marketing Charts

Two-thirds (68%) of marketers and brand professionals expect to increase the number of marketing technology providers their brand uses this year, with Marketing (31.4%) and IT (30.4%) jointly considered the most responsible for driving martech adoption. That said, a report from Bynder and OnBrand reveals that there are some trends and emerging technologies that marketers feel are overhyped. Presented with a list of 5 trends or technologies and asked which they think is the most overhyped, more than one-quarter (26.8% share) of respondents cited chatbots. This feeling may not be unfounded. Previous research has found that consumers have been slow to adopt chatbots as a communication channel, opting instead for other such as email, online chat and the old-fashioned phone call as a means to communicate with brands.