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IDC FutureScape: Worldwide CMO 2019 Predictions

IDC FutureScape: Worldwide CMO 2019 Predictions

This IDC study provides IDC's top 10 predictions for CMOs and their organizations for 2019.According to Gerry Murray, research director, IDC's Marketing and Sales Technology service, "As CMOs face another tsunami of change, they have more tools, talent, and insight available to them than ever. Success will hinge on their ability to change the tenor of marketing and educate themselves and other functions about how each role, each team, and each department can enhance the ability of every other to continuously improve customer experience."

Please Note: Extended description available upon request.


IDC FutureScape Figure
Executive Summary
IDC FutureScape Predictions
Summary of External Drivers
Predictions: Impact on Technology Buyers
Prediction 1: By 2022, Consumers Will Use AI-Powered Bots to Programmatically Control 12% of Online Purchases, Leading to Increased Brand Loyalty and Market Share for Brands with the Best Bot Marketing
Associated Drivers
IT Impact
Guidance
Prediction 2: By 2021, Consumer Backlash Against the Hassle of Managing Consent on a Brand-to-Brand Basis Will Give Rise to Dozens of Consent Management Platforms That Will Disrupt the Digital Ad Duopoly
Associated Drivers
IT Impact
Guidance
Prediction 3: In Reaction to Growth in the Number of Customer Channels, by 2020, 15% of Companies Will Use AI to Provide a Consistent and Differentiated Customer Experience Across Channels and the Customer Journey
Associated Drivers
IT Impact
Guidance
Prediction 4: Driven by an Erosion of Trust in Business Voices and Social Platforms, Regulations and Customer Preferences Will Have Forced CMOs by 2021 to Increase Their Investments in Influencer Marketing by 200%
Associated Drivers
IT Impact
Guidance
Prediction 5: Driven by the Importance of Communication and Choice Architecture, by 2019, the Number of Tech-Centric CMOs with a Formal Role in Companywide Customer Experience Leadership Will Have Doubled to 12%
Associated Drivers
IT Impact
Guidance
Prediction 6: By 2020, 35 U.S. States and 5 Non-European Countries Will Have Passed GDPR-Like Laws, Making Privacy a Global Requirement and Driving Growth in Outsourced Privacy Risk and Third-Party Data Services
Associated Drivers
IT Impact
Guidance
Prediction 7: By 2023, More than 35% of All Video Advertising Sales Worldwide Will Be Based on Blockchain Technology to Combat Fraud and Arbitrage
Associated Drivers
IT Impact
Guidance
Prediction 8: By 2023, 50% of Inside Sales, Telesales, and Telemarketing Jobs Will Have Been Displaced by Artificial Intelligence
Associated Drivers
IT Impact
Guidance
Prediction 9: AI Adoption and the Automation of Mid-Level Marketing Tasks Will Have Shifted 20% of Marketing Jobs by 2022 from Traditional Marketing to More Creative Roles, Such as Content Creation and Strategy
Associated Drivers
IT Impact
Guidance
Prediction 10: By 2023, Half of All Marketing Interactions Will Be via Voice-Based Assistants, Thus Initiating the Transformation of Advertising into Sought-After Content
Associated Drivers
IT Impact
Guidance
Advice for Technology Buyers
External Drivers: Detail
Next Chapter of DX: Technology-Driven Transformation Altering Business and Society
The Race to Innovate: Speed of Change, Delivery, and Operations Separates Thrivers and Survivors
Sense, Compute, Actuate: Turning Data into Value
Emerging Autonomy: Learning to Live with AI
Cyber Insecurity: Theft, Cyberattack, and Negligence Create a Crisis of Digital Trust
Rising Customer Expectations: More Convenience, Customization, and Control
The Future of Work: Bridging the Digital Talent Gap
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