Almost 9 in 10 CMOs and senior marketing executives from around the world believe that they will own the end-to-end customer experience by 2020, per results from an Economist Intelligence Unit (EIU) survey [download page] sponsored by Marketo. But with technological change spurring a vast array of potential interactions between brands and their customers, marketers must be prepared to deal with growing complexity, per the report.

In fact, a majority of respondents feel that the accelerating pace of technological change, consumers’ mobile lifestyles, and an “explosion” of possible marketing channels via connected objects and devices will have the greatest impact on marketing by 2020.

While these will add layers of complexity to the marketing equation, they will present new opportunities for marketers to engage their audiences. Whereas customer loyalty and acquisition are clearly the top two strategic programs for marketers this year, by 2020 these strategic imperatives will decline somewhat in importance and be rivaled by efforts to pioneer new and emerging technologies to engage audiences.

So which emerging technologies will have the biggest impact? ...

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