Incite Group‘s new research paper on marketing was composed based on the feedback of over 1,300 marketing executives across the early months of 2017. Here’s a summary of the most relevant data points on the newest trends those executives found the most pressing.

Personalization Is Huge

Being able to know one’s customers and address a single customer’s viewpoint is the biggest marketing concern of 2017, according to the report, which noted that nearly half of all respondents labeled it their biggest issue. Following recent leaps in big data and demographic personalization, it seems no marketer wants to be left with less targeting data than the rest.

Brand Storytelling Is on the Rise

From the report: Coherent storytelling is essential for a successful omnichannel marketing campaign. Given the rise of closed-internet platforms on mobile or in newsletters, it’s increasingly important that marketers be able to offer the same experience across any platform. With the right storytelling approach, a brand can rise above the noise.

Social Media for Customer Engagement Is Now Essential

While the category of “Social Media for Customer Engagement” wasn’t the largest concern in the report, it did make the largest jump over its status from the previous year, indicating that it has quickly become unavoidable.

VR, AI, and IoT: These New Tech Gimmicks Aren’t Catching On

The gimmicks of marketing include any recent technologies that might wow consumers enough to nap an affilated brand a little extra attention. But not among the respondents here: VR/AR, AI, and the Internet of Things all clocked in at last place. […] A newcomer to the survey—Building Immersive Customer Experiences—finished with a strong thirdplace showing, garnering votes from 46 percent of all marketers.” While marketers are pivoting sharply to address a media environment dependant on data and closed platforms, they see no need to shift towards a VR environment or getting any virtual real estate on an IoT hub. But give it five years. If any of these recent tech developments becomes an essential aspect of life in the near future, marketers are sure to get on board.