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IDC FutureScape: Worldwide Social and Experiential 2019 Predictions

IDC FutureScape: Worldwide Social and Experiential 2019 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."The tech-savvy workforce of the future is here. They are hyperconnected, social, collaborative, and they 'scale' their time with digital solutions. Businesses that struggle to meet their expectations, as both customers and employees, will find rough waters ahead," according to Wayne Kurtzman, research director, IDC's Social and Experiential Solutions research. "They expect that same 'one click to buy, one click for support, and one click to chat' experience whether they are buying for themselves or for work. Emerging technologies such as collaboration applications, artificial intelligence, and augmented reality are increasing their expectations even further. No company will be exempt from the need to meet the hyperconnected customer experience — or the employee's 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: Challenged by More Connected Customers and Employees, by 2021, 75% of Enterprises Will Be Forced to Adopt Experiential Technologies in the Battle to Compete for Customer Attention
Associated Drivers
IT Impact
Guidance
Prediction 2: To Create More Control over Influencers, by 2020, the Top 200 Brands Will Have Discontinued 15% of Their Sponsorships with Athletes and Celebrities in Favor of AI-Generated Influencer Personas
Associated Drivers
IT Impact
Guidance
Prediction 3: By 2022, Employees Will "Scale" to More Complex Tasks as 70% of All Social and Messaging Inbound Conversations Leverage Chatbots and Natural Language AI
Associated Drivers
IT Impact
Guidance
Prediction 4: By 2020, 70% of the G2000 Will Focus on Marketing Within Social Communities of Interest Across Multiple Social Platforms to Drive New Opportunities
Associated Drivers
IT Impact
Guidance
Prediction 5: The Need to Create a More Engaging and Effective Customer Experience Will Result in Brands Creating 20% of Their Social Engagements and Advertisements in AR by 2022
Associated Drivers
IT Impact
Guidance
Prediction 6: By 2020, 70% of Customer Journey Activities Will Cross at Least Three Different Connected Devices, Including IoT Devices Using Voice Interactions
Associated Drivers
IT Impact
Guidance
Prediction 7: By 2021, 25% of Consumer Loyalty Programs Will Be Exchanging Personal Data for Premiums or Credits That Can Be Exchanged for Rewards
Associated Drivers
IT Impact
Guidance
Prediction 8: In 2023, in Response to Banking Legislation, 25% of Global Banking and Finance Will Launch a Personal Social Trust Index, Using Social Behaviors as a Blockchain-Based Personal Trust Certification
Associated Drivers
IT Impact
Guidance
Prediction 9: In 2019, 80% of Company Failures in Social Media Will Come from Inadequate Social Staffing, Monitoring, and Enterprise Preparation
Associated Drivers
IT Impact
Guidance
Prediction 10: Maturing Social and Conversation Analytics Will Drive 40% of G2000 Companies to Migrate Marketing Metrics from KPIs to Outcome-Based KBIs by 2023
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, 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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