target audience: TECH BUYER Publication date: Oct 2019 - Document type: IDC FutureScape - Doc Document number: # US44750519
IDC FutureScape: Worldwide CMO 2020 Predictions
Table of Contents
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IDC FutureScape Figure
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Figure: IDC FutureScape: Worldwide CMO 2020 Top 10 Predictions
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Executive Summary
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IDC FutureScape Predictions
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Summary of External Drivers
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Predictions: Impact on Technology Buyers
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Prediction 1: Worldwide Display Advertising Spend via RTB Will Decrease by 5% in 2020 and by 10% in 2021, as Enforcement of the EU GDPR Makes It Clear That RTB's Data Needs and the GDPR Are Incompatible
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Associated Drivers
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IT Impact
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Guidance
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Prediction 2: In 2020, 35% of Brands Will Adopt Consent Management Systems to Build Trust and Differentiate Their Data Relationships with Customers Based on Transparency and Governance
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Associated Drivers
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IT Impact
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Guidance
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Prediction 3: By 2021, More Than 75% of Consumer Digital Interactions Will Include Digitally Informed Behavior Modification Efforts Conducted by the Brand
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Associated Drivers
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IT Impact
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Guidance
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Prediction 4: By 2021, 20% of Event Marketers Will Implement Augmented Reality into Their Major Event Experiences
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Associated Drivers
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IT Impact
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Guidance
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Prediction 5: By 2022, AI-Driven Creation of Fake Content Will Outpace the Ability to Detect It, Resulting in More Than 50% of People Indicating They Don't Trust the Data and Content They Find on the Internet
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Associated Drivers
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IT Impact
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Guidance
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Prediction 6: By 2022, the Broad Availability of AI Will Inspire 30% of Marketers in Companies with Marketing Tech Stacks to Volunteer for the Role of Citizen Scientist
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Associated Drivers
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Business and IT Impact
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Guidance
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Prediction 7: By 2022, 20% of Global Technology Brands Will Be Forced to Incorporate the Impact of Controversial Company Positions in Social or Political Causes into Their Marketing Strategy
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Associated Drivers
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IT Impact
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Guidance
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Prediction 8: By 2022, Email Marketing Will Be the First Marketing Job to Be Fully Automatable with AI
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Associated Drivers
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Business Impact
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Guidance
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Prediction 9: By 2023, 75% of Digital Marketers Will Use Multitouch Attribution, Owing to Recent Rapid Tech Improvements Supporting Multiple Channels, Advanced Statistics, AI/ML, and Easier Implementation
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Associated Drivers
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IT Impact
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Guidance
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Prediction 10: By 2024, Data Operations Will Become a Core Competency for Marketing Organizations, and It Will Overtake Data Science as the Fastest-Growing Job Function in Marketing
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Associated Drivers
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IT Impact
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Guidance
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Advice for Technology Buyers
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External Drivers: Detail
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Intelligence Everywhere: AI's Opportunity and Implications
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Description
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Context
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Rising Customer Expectations: More Convenience, Customization, and Control
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Description
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Context
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Crisis of Digital Trust: Escalating Threats Mandate Strategic Responses
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Description
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Context
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Sense, Compute, Act: Maximizing Data Value
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Description
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Context
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The Age of Innovation: Driving the Future Enterprise
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Description
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Context
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The Future of Work: Agile, Augmented, Borderless, and Reconfigurable
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Description
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Context
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Economies of Intelligence: AI, Human, and Organizational "Learning" Fuels Asymmetrical Advantage
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Description
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Context
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Learn More
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Related Research
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