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IDC FutureScape: Worldwide Chief Marketing Officer 2021 Predictions

Published by IDC Product code 968062
Published Content info 18 Pages
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IDC FutureScape: Worldwide Chief Marketing Officer 2021 Predictions
Published: October 27, 2020 Content info: 18 Pages
Description

This IDC study presents 10 transformational trends for CMOs and their marketing teams to consider as opportunities for differentiation and competitive advantage. Key themes include AI, empathy and trust, social responsibility, and operational continuity - all of which are necessary to support consistently outstanding experiences throughout the customer life cycle."Digital has become the preferred domain for customer interactions of all kinds," said Gerry Murray, research director, Marketing and Sales Technology research at IDC. "CMOs must adapt their teams, technology, and practices to accommodate accelerating transformations in buyer behavior. It's more important than ever for marketers to use all the data and analytics at their fingertips to improve the personal and professional lives of their audiences in ways that are empathetic and worthy of the trust they so desire from their customers."

Table of Contents
Product Code: US46913020

IDC FutureScape Figure

Executive Summary

IDC FutureScape Predictions

  • Summary of External Drivers
  • Predictions: Impact on Technology Buyers
    • Prediction 1: By 2024, 32% of Consumer Brands Will Be Using AI-Enabled Contextual Sentiment Analysis to Measure Customer Perceptions of Empathy
      • Associated Drivers
      • IT Impact
      • Guidance
    • Prediction 2: By 2023, 20% of Brand Equity Will Be Tied to Privacy and Trust Policies, Adopted by Enterprises as Part of CX Efforts
      • Associated Drivers
      • IT Impact
      • Guidance
    • Prediction 3: By 2023, 33% of G2000 Will Use Data Promoter Score Surveys to Better Manage Their Data Relationships with Customers and Improve Empathy and Trust
      • Associated Drivers
      • IT Impact
      • Guidance
    • Prediction 4: By 2025, 20% of B2B High-Tech Marketing Departments Will Include Training Teams to Accelerate Customers' Time to Value, Resulting in Greater Adoption, Margin, and Loyalty
      • Associated Drivers
      • IT Impact
      • Guidance
    • Prediction 5: By 2022, Two-Thirds of the Top 50 Public Companies Will Have Adopted Partisan Political Positions, Increasing Sales by 10%
      • Associated Drivers
      • IT Impact
      • Guidance
    • Prediction 6: By 2024, 42% of Enterprise Marketing Applications Will Be Eliminated, Streamlining the Martech Stack and Enabling Marketing to Readily Adapt to Changing Customer Needs and Market Conditions
      • Associated Drivers
      • IT Impact
      • Guidance
    • Prediction 7: By 2022, 50% of Event Budget Will Be Allocated Toward High-Production Digital Events, as the Go-to-Market Strategy Has Changed Because of the Pandemic
      • Associated Drivers
      • IT Impact
      • Guidance
    • Prediction 8: By 2023, AI-Driven Emotional Intelligence Will Be Used in over 90% of Real-Time Digital Customer Interactions with Brands to Improve Empathy, Loyalty, and Trust, Boosting NPS by 30%
      • Associated Drivers
      • IT Impact
      • Guidance
    • Prediction 9: By 2024, the Data Operations Role Will Rise, Resulting in 30% of Marketing Staff Having Critical Data and Analytical Skill Sets
      • Associated Drivers
      • IT Impact
      • Guidance
    • Prediction 10: By 2023, 50% of Firms Will Use RevOps Principles Linking Marketing Operations, Sales Operations, and Customer Success to Optimize Revenue Capture and Grow Customer Lifetime Value Scores by 30%
      • Associated Drivers
      • IT Impact
      • Guidance

Advice for Technology Buyers

External Drivers: Detail

  • Accelerated Disruption - Crisis, Resilience, and Opportunity
    • Description
    • Context
  • The Next Normal - Resilient Business and Operating Models
    • Description
    • Context
  • Intelligence Everywhere - Data Drives Action
    • Description
    • Context
  • Digital Platform - Ecosystems at Scale
    • Description
    • Context
  • Crisis of Trust - Meeting Rising Expectations
    • Description
    • Context
  • Customer Engagement Redefined - Safe, Secure, and Sustainable Digital Experience
    • Description
    • Context
  • The Learning Organization - Asymmetrical Advantage
    • Description
    • Context

Learn More

  • Related Research
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