Table of Contents
IDC FutureScape Figure
Figure: IDC FutureScape: Worldwide CMO 2017 Top 10 Predictions
Executive Summary
IDC FutureScape Predictions
Summary of External Drivers
Predictions
Prediction 1: Superhero CMOs Emerge — By 2020, the First Superhero CMOs Will Emerge Because They Received C-Level Permission to Disrupt Traditional Go-to-Market Operations
Associated Drivers
Impact
Guidance
Prediction 2: Boardroom Battle for the Customer — By 2020, 25% of CEOs Will Appoint a Chief Customer Officer in an Attempt to Unify the Imperative of Customer Centricity
Associated Drivers
Impact
Guidance
Prediction 3: "Free Range" Content Invasion — By 2020, More than 50% of a Company's Commercial Content Will Be Created Outside of Marketing's Direct Control
Associated Drivers
Impact
Guidance
Prediction 4: Journey Budgets Get Reshuffled — By 2019, One-Third of Today's "Awareness" Budget Will Be Redirected to Stages Later in the Buyer's Journey
Associated Drivers
Impact
Guidance
Prediction 5: "Dark Social" Shines — By 2018, 15% of Companies Will Shift the Majority of Their Social Marketing Focus Out of the Public Sphere and into Private Groups and Messaging Apps
Associated Drivers
Impact
Guidance
Prediction 6: Events Are the Main Event — By 2017, Events Will Surpass Advertising as the Top Marketing Program Investment in More than 50% of B2B IT Vendors
Associated Drivers
Impact
Guidance
Prediction 7: Marketing Go! — By 2020, 20% of IT Vendors Will Have Augmented Reality Pilots in Place That Will Serve as the Foundation for Immersive Marketing
Associated Drivers
Impact
Guidance
Prediction 8: DX Fails Without CX-OS — By 2020, 50% of Digital Transformation Initiatives Will Fail Due to the Lack of an End-to-End Customer Experience Operating System
Associated Drivers
Impact
Guidance
Prediction 9: Bots Break Advertising — By 2020, 40% of eCommerce Transactions Will Be Enabled by Cognitive/AI Personal Shoppers and Conversational Commerce
Associated Drivers
Impact
Guidance
Prediction 10: A Message in Every Machine — By 2020, 15% of Display Advertising Will Be Executed via Connected Devices such as Vehicles, Wearables, Facilities, and in Homes
Associated Drivers
Impact
Guidance
Advice for Technology Buyers
External Drivers: Detail
Customer Centricity: Easy to Say, Very Hard to Do
DX: Technology-Centric Transformation Altering Business and Society
Everything, Everywhere: The Rise of Computer-Based Intelligence
DX Delta: Industry Leaders Widen Performance Gap
Shifting Economics: Data as Digital Capital
Talent Crunch: Global Demand for Digital Workers
Innovation Impasse: Systems of Record Constrain Evolution
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