IDC Releases 2014 Predictions for Chief Marketing Officers
17 Dec 2013
By 2020, the Marketing function in leading companies will be radically reshaped into three organizational "systems" - content, channels, and consumption (data)
Framingham, MA – December 17, 2013 – Today, International Data Corporation (IDC) hosted a web conference “IDC Chief Marketing Officer (CMO) 2014 Predictions: The Emergence of the Chief 'Something-or-Other'” highlighting the top 10 market predictions for the year ahead. Featuring Rich Vancil, Group Vice President, IDC's Executive Advisory Strategies, and Kathleen Schaub, Vice President, CMO Advisory Service, the session provided insight on long-term industry trends along with new themes that may be on the horizon that will most impact the role of the CMO. The Predictions web conference series is designed to help company leaders capitalize on emerging market opportunities and plan for future growth.
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An audio replay of today's webinar will be available within 12 hours. To access the replay, please visit http://bit.ly/IDC_CMO_Predictions2014.
The Top 10 Predictions are:
- Prediction 1 – The CMO role becomes "open for definition" as today's CMO job description becomes considerably more complex and critical
- Prediction 2 - Innovative CMO and CIO pairs will throw out the rule book when it comes to IT's support of Marketing
- Prediction 3 - By 2020, the Marketing function in leading companies will be radically reshaped into three organizational "systems" - content, channels, and consumption (data)
- Prediction 4 - The best marketers will understand that "Content Marketing" does not equal "Thought Leadership"
- Prediction 5 - Multi-channel coverage becomes an opportunity and a challenge area, as CMOs integrate media silos
- Prediction 6 - 80% of customer data will be wasted due to immature enterprise data "value chains"
- Prediction 7 - By the end of 2014, 60% of CMOs will have formal recruiting process for people with data skills
- Prediction 8 - Only 20% of marketers will receive formal training on analytics and customer data management
- Prediction 9 - Fragmented marketing IT point products and low adoption rate will inhibit companies' ability to win customers
- Prediction 10 - Digital marketing investment will exceed 50% of total program budget by 2016
"Buyers are evolving their purchase practices faster than vendors are changing their marketing practices. It's not a matter of doing the same things better. The Chief Marketing Officer cannot avoid broader responsibility as the digital customer experience bursts traditional boundaries," says Kathleen Schaub, Vice President of the IDC CMO Advisory Service. "IDC predicts that by 2020, marketing organizations will be radically reshaped. The core fabric of marketing execution will be ripped up and rewoven by data and marketing technology."
For additional information about these predictions or to arrange a one-on-one briefing, please contact Sarah Murray at 781-378-2674 or firstname.lastname@example.org. Reports are available to qualified members of the media. For information on purchasing reports, contact email@example.com; reporters should email firstname.lastname@example.org.
About IDC Predictions
As we have for the past three decades, IDC ends the year with our outlook for the coming year in the IT market. During the next 60 days, IDC will publish literally dozens of IDC Top 10 Predictions documents for 2014. Please visit http://www.idc.com/predictions2014 for a complete listing.
About IDC Insights
IDC Insights lines of business assist businesses and IT leaders, as well as the suppliers who serve them, in making more effective technology decisions by providing accurate, timely, and insightful fact-based research and consulting services. Our global research and analysis is focused on mitigating technology risks, maximizing the effectiveness of IT investments, identifying new opportunities, and bringing forth technology solutions that are aligned with the organization's business objectives. International Data Corporation (IDC) is the premier global provider of market intelligence, advisory services, and events for the information technology market. IDC is a subsidiary of IDG, the world’s leading technology, media, research, and events company. For more information, please visit www.idc.com, email email@example.com, or call 508-872-8200. Visit the IDC Insights Community at http://idc-insights-community.com/.
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