IDC FutureScape: Worldwide Chief Marketing Officer 2024 Predictions

IDC FutureScape Figure

• Figure: IDC FutureScape: Worldwide Chief Marketing Officer 2024 Top 10 Predictions

Executive Summary

IDC FutureScape Predictions

• Summary of External Drivers

• Predictions: Impact on Technology Buyers

• Prediction 1: By 2028, the G2000 Will Utilize Data and AI to Automate 38% of Actions in the Buyer Journey Across Marketing and Sales, Shifting to Sensing, Dynamically Delivering to the “Adventure” the Buyer Chooses

• Associated Drivers

• IT Impact

• Business Impact

• Guidance

• Prediction 2: By 2026, GenAI Will Assume 42% of Traditional Marketing’s Mundane Tasks Such as SEO, Content and Website Optimization, Customer Data Analysis, Segmentation, Lead Scoring, and Hyper-Personalization

• Associated Drivers

• IT Impact

• Business Impact

• Guidance

• Prediction 3: Trying to Reduce Content Congestion, by 2027, More than 50% of Consumers Will Employ AI Through Mobile Devices to Discover, Evaluate, and Purchase Most of the Products and Services They Want

• Associated Drivers

• IT Impact

• Business Impact

• Guidance

• Prediction 4: By 2027, 64% of G2000 Companies Will Seek to Create Fans, Not Just Customers, by Using Hosted Communities to Drive Loyalty, Engagement, Ideation, and First-Party Data That Becomes an Annuity

• Associated Drivers

• IT Impact

• Business Impact

• Guidance

• Prediction 5: By 2025, 65% of G1000 Companies Will Adopt Trust-Based Marketing Programs, Harness Greater Value from Zero- and First-Party Data, and Improve Marketing Profitability by 50%

• Associated Drivers

• IT Impact

• Business Impact

• Guidance

• Prediction 6: By 2029, 10% of the Global 1000 Will Employ Quantum Sensing in Their Marketing Efforts and Build Contextual Experiences to Better Understand the Feelings, Perceptions, and Intentions of Customers

• Associated Drivers

• IT Impact

• Business Impact

• Guidance

• Prediction 7: By 2025, 23% of Walled Garden Vendor Revenue Will Come from Indirect Sources as Pressure from Consumers, Marketers, and Governments Encourages More Open Tactics and Greater Interoperability

• Associated Drivers

• IT Impact

• Business Impact

• Guidance

• Prediction 8: Pervasive Sentiment and Intent AI Will Propel 55% of G1000 Firms to Conduct All Marketing Journeys as Real-Time, Two-Way Conversations by 2025, Improving Leads to Purchase Conversions by 40%

• Associated Drivers

• IT Impact

• Business Impact

• Guidance

• Prediction 9: By 2027, 33% of Marketers in G2000 Firms Will Possess a Blend of Data Analysis, Experience Design, Storytelling, and Creativity Skill Sets, Fulfilling Emerging Roles for Marketing’s Experience Era

• Associated Drivers

• IT Impact

• Business Impact

• Guidance

• Prediction 10: By 2027, 60% of CMOs in G2000 Organizations Will Be Primarily Measured for Their Ability to Deliver Customer Value Outcomes, Forcing 30% to Evolve into Becoming Orchestrators of Customer Value

• Associated Drivers

• IT Impact

• Business Impact

• Guidance

Advice for Technology Buyers

External Drivers: Detail

• AI Everywhere — Generative AI Takes the Spotlight

• The Drive to Automate — Maximizing Efficiency and New Opportunities

• Economic Uncertainty — IT Malaise and Market Volatility

• The Digital Business Imperative — Competitiveness and Outcomes

• Everything as a Service Intensifies — Transforming Models to Drive Change

• Dynamic Work and Skills Requirements — New Work Mode Era

• Shifting Tech Regulatory Landscape — Navigating Risk and Opportunity

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• Related Research