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IDC FutureScape: Worldwide Social and Experiential Solutions 2018 Predictions

IDC FutureScape: Worldwide Social and Experiential Solutions 2018 Predictions

This IDC study presents our worldwide social media team of analysts' view of key drivers and outcomes relating to the evolution of social media."Social media is the new telephone," according to Wayne Kurtzman, IDC's research director of Social and Experiential Solutions. "We are at the intersection of customer experience and social experience. Several rapidly accelerating technologies will create a new layer of opportunity and complexity that will require companies to be social, not just do social."

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 2019, Over 80% of People Worldwide Will Have Used a Social Channel as an Initial Point of Contact to Seek Brand-Related Support from Peers, a Community, and/or a Brand, Reflecting Social Support's Move to the Mainstream
Associated Drivers
IT Impact
Guidance
Prediction 2: From Presales to Support, 90% of People Worldwide Will Have Interacted with AI and Machine Learning–Driven Customer Support Bots Without Knowing It by 2020
Associated Drivers
IT Impact
Guidance
Prediction 3: By 2020, 10% of All of Marketing Budgets Will Be Spent on Using Online Influencers to Increase Brand Awareness in Both B2B and B2C Markets
Associated Drivers
IT Impact
Guidance
Prediction 4: By 2019, More Than Five Major Social Platforms Will Offer Social VR Networking Apps (e.g., Facebook Spaces) That Leverage Real-World Connections, Accelerating VR Adoption in the Consumer Space in the Process
Associated Drivers
IT Impact
Guidance
Prediction 5: Driven by an Increase in Mobile AR Solutions, 25% of Businesses Will Be Testing or Running AR-Augmented Social Support by 2020
Associated Drivers
IT Impact
Guidance
Prediction 6: Traditional Spending with Agencies Will Plummet by 50% Through 2021 as Large Brands Engage More Directly with Digital Ad Giants and Streamline Marketing Staff and Tools
Associated Drivers
IT Impact
Guidance
Prediction 7: In 2020, 20% of B2C Transactions, Worth Over $400 Billion Worldwide, Will Be Attributable to Messaging and Social Platforms
Associated Drivers
IT Impact
Guidance
Prediction 8: Frustrated by Siloed Social Media Metrics, by 2019, 70% of Businesses Will Have Integrated Social Media Behavioral and Outcome Metrics with Their CRM and Marketing Automation Tools to Create Targeted Marketing
Associated Drivers
IT Impact
Guidance
Prediction 9: By 2019, 50% of Businesses Will Have Automated Social Media Monitoring for "Visual Mentions" of Their Logos and Products and Will Assign Value to These Mentions
Associated Drivers
IT Impact
Guidance
Prediction 10: By 2019, Influencer Marketing Growth and Barriers to Organic Social Media Following Will Have Driven 20% of Organizations to Utilize Social Talent Management in the Areas of Talent Acquisition and Influencer Marketing to Increase Advocacy
Associated Drivers
IT Impact
Guidance
Advice for Technology Buyers
External Drivers: Detail
Accelerating DX — Technology-Centric Transformation Altering Business and Society
Pace of Change — Technology Capabilities Enable Sustainable Change at the Speed of Digital Business
DX Delta — Leaders and Disruptors Widen Performance Gap
Human Versus Machine — The Impact of AI and Automation
Sense, Compute, Actuate — The New Data-Centric Paradigm
Platform Disruption — Unleashing Digital Innovation's Power for Scale
The Future Workforce — Global Demand for Digital Talent
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