TECH BUYER Oct 2020 - IDC FutureScape - Doc # US46913020
IDC FutureScape: Worldwide Chief Marketing Officer 2021 Predictions
By: Gerry MurrayResearch Director, Marketing and Sales Technology, Alan WebberProgram Vice President, Customer Experience, Laurie BuczekResearch Vice President, CMO Advisory Practice, Karsten WeideProgram Vice President, Media & Entertainment, Warren LaneResearch Analyst, David WallaceResearch Director, Customer Intelligence and Analytics
This IDC study presents 10 transformational trends for CMOs and their marketing teams to consider as opportunities for differentiation and competitive advantage. Key themes include AI, empathy and trust, social responsibility, and operational continuity — all of which are necessary to support consistently outstanding experiences throughout the customer life cycle.
"Digital has become the preferred domain for customer interactions of all kinds," said Gerry Murray, research director, Marketing and Sales Technology research at IDC. "CMOs must adapt their teams, technology, and practices to accommodate accelerating transformations in buyer behavior. It's more important than ever for marketers to use all the data and analytics at their fingertips to improve the personal and professional lives of their audiences in ways that are empathetic and worthy of the trust they so desire from their customers."
Advertising software, Analytic applications, Cognitive/artificial intelligence, Customer relationship management applications, Digital transformation, Governance, risk and compliance infrastructure, Market intelligence, Marketing automation, Marketing operations, Technology buyer