#digital-experience-platform

#digital-experience-platform

As the market grows increasingly saturated with traditional digital content, brands are exploring new ways to stand out by engaging more than just sight and sound. Advances in augmented reality (AR), virtual reality (VR), spatial audio and other immersive technologies are opening the door to richer, more memorable brand experiences that feel interactive rather than interruptive. The challenge is knowing how to experiment thoughtfully and how to use these tools to deepen connection without novelty overshadowing their purpose.

Marketing automation used to mean one thing: set up some email workflows, automate the busywork and call it a day. It made sense when campaigns were predictable and rule-based. That's not the world we're in anymore. Thanks to AI - especially agentic AI - marketing automation platforms are evolving into decision engines that adapt in real time. According to research I conducted for the latest MarTech Intelligence Report on marketing automation platforms, the category has crossed a structural threshold.

Mike Pastore is the Head of Content & Media at Third Door Media, the publisher of the Martech and Search Engine Land websites and the producer of the SMX and MarTech Conferences. In nearly three decades in B2B marketing, Mike has worked as an editor, writer, and marketer. He first wrote about marketing in 1998 for internet.com (later Jupitermedia). He then worked with marketers at some of the best-known brands in B2B tech, creating content for marketing campaigns at both Jupitermedia and QuinStreet.