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Table of Contents

IDC FutureScape Figure

Figure: IDC FutureScape: Worldwide Social and Experiential Solutions 2018 Top 10 Predictions

Executive Summary

IDC FutureScape Predictions

Summary of External Drivers

Predictions: Impact on Technology Buyers

Prediction 1: By 2019, Over 80% of People Worldwide Will Have Used a Social Channel as an Initial Point of Contact to Seek Brand-Related Support from Peers, a Community, and/or a Brand, Reflecting Social Support's Move to the Mainstream

Associated Drivers

IT Impact

Guidance

Prediction 2: From Presales to Support, 90% of People Worldwide Will Have Interacted with AI and Machine Learning–Driven Customer Support Bots Without Knowing It by 2020

Associated Drivers

IT Impact

Guidance

Prediction 3: By 2020, 10% of All of Marketing Budgets Will Be Spent on Using Online Influencers to Increase Brand Awareness in Both B2B and B2C Markets

Associated Drivers

IT Impact

Guidance

Prediction 4: By 2019, More Than Five Major Social Platforms Will Offer Social VR Networking Apps (e.g., Facebook Spaces) That Leverage Real-World Connections, Accelerating VR Adoption in the Consumer Space in the Process

Associated Drivers

IT Impact

Guidance

Prediction 5: Driven by an Increase in Mobile AR Solutions, 25% of Businesses Will Be Testing or Running AR-Augmented Social Support by 2020

Associated Drivers

IT Impact

Guidance

Prediction 6: Traditional Spending with Agencies Will Plummet by 50% Through 2021 as Large Brands Engage More Directly with Digital Ad Giants and Streamline Marketing Staff and Tools

Associated Drivers

IT Impact

Guidance

Prediction 7: In 2020, 20% of B2C Transactions, Worth Over $400 Billion Worldwide, Will Be Attributable to Messaging and Social Platforms

Associated Drivers

IT Impact

Guidance

Prediction 8: Frustrated by Siloed Social Media Metrics, by 2019, 70% of Businesses Will Have Integrated Social Media Behavioral and Outcome Metrics with Their CRM and Marketing Automation Tools to Create Targeted Marketing

Associated Drivers

IT Impact

Guidance

Prediction 9: By 2019, 50% of Businesses Will Have Automated Social Media Monitoring for "Visual Mentions" of Their Logos and Products and Will Assign Value to These Mentions

Associated Drivers

IT Impact

Guidance

Prediction 10: By 2019, Influencer Marketing Growth and Barriers to Organic Social Media Following Will Have Driven 20% of Organizations to Utilize Social Talent Management in the Areas of Talent Acquisition and Influencer Marketing to Increase Advocacy

Associated Drivers

IT Impact

Guidance

Advice for Technology Buyers

External Drivers: Detail

Accelerating DX — Technology-Centric Transformation Altering Business and Society

Pace of Change — Technology Capabilities Enable Sustainable Change at the Speed of Digital Business

DX Delta — Leaders and Disruptors Widen Performance Gap

Human Versus Machine — The Impact of AI and Automation

Sense, Compute, Actuate — The New Data-Centric Paradigm

Platform Disruption — Unleashing Digital Innovation's Power for Scale

The Future Workforce — Global Demand for Digital Talent

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