"If I look at it from a customers perspective, they don't differentiate between online and offline anymore," Brennan explained. "The expectation now is that they will see an engagement and customer experience from wherever they are in the customer cycle, no matter if it's online or offline."
For Brennan, emerging technologies such as artificial intelligence (AI), virtual reality (VR) and augmented reality (AR), are on the horizon for marketing leaders in 2017.
"If you look at the customer journey, it's not just about experience - they actually want to participate, so that will grow," she said. "For example, AR came through during the launch of Pokemon Go last year."
In addition, Brennan believes opportunities can be found in suppling VR-focused solutions to marketers, with executives striving to drive an emotional connection and longevity in brand advocacy.
"VR is one of the best ways to do that from a brand point of view," Brennan added. "We are using it at the moment with customers in the health sector to bring the patient into problem solving.
"When we look at patient journey, we question how can we drive empathy and bridge that emotional connection so that we can make the right decision at that point in time in regards to services and solutions."
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