Summary
CMOs should take a moment to understand the state of virtual reality (VR) and augmented reality (AR) technology and applications and consider how they might extend into B2B marketing. The last 18 months have seen a change in the overall scope of the VR conversation that suggests both acceleration of readiness and increased interest in non-gaming categories. If you have a marketing lab or marketing R&D program, put an AR or VR pilot on the 2016 list to gain some hands-on experience.
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