Abstract

This IDC study outlines 10 of the most critical areas that CMOs must address to not only survive but also thrive in the next era. The 10 transformational trends for CMOs and their marketing organizations share common themes including navigating continual disruption, omni-channel interaction, data-driven intelligence, and emerging technologies going mainstream. As a result, IDC believes that the DNA makeup of the marketing organization has forever changed. The new marketing playbook is predominately digital, customer centric, and data science driven.

"Customers and consumers are undeniably digital first and digital always in their engagement with brands. Brands will be separated into winners and losers by how quickly CMOs transform their organizations to deliver orchestrated digital-first journeys using intelligent insights and innovative technology to engage buyers in a frictionless human to digital experience," says Laurie Buczek, research vice president, IDC's CMO Advisory Practice.


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