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市場調查報告書

對全球最高行銷負責人的建議的預測:2016年

IDC FutureScape: Worldwide Chief Marketing Officer Advisory 2016 Predictions

出版商 IDC 商品編碼 345044
出版日期 內容資訊 英文 16 Pages
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對全球最高行銷負責人的建議的預測:2016年 IDC FutureScape: Worldwide Chief Marketing Officer Advisory 2016 Predictions
出版日期: 2015年11月04日 內容資訊: 英文 16 Pages
簡介

現今,利用網路的客戶尋求品牌更確實的關聯。他們馬上可辨別品牌是否使公私生活成功,或是不使用放置之物。現今市場上的成功不只是產品和服務,而關乎客戶全體。

關於本報告提供最高行銷負責人(CMO)為了2015年之後的成功應著重的10個預測等。

IDC的見解

關於本調查

概況

  • 主要的促進要素的摘要
  • IDC FutureScape的預測
    • 預測1:至2017年,CMO比起產品的行銷資產更提高內容行銷資產的支出
    • 預測2:至2020年,企業的5成為了行銷和客戶銷售交易自動化而使用認知運算
    • 預測3:至2017年,大企業的CMO的2成整合行銷技術基礎設施
    • 預測4:至2020年,CMO的33%將數位行銷活動外包給雲端型行銷
    • 預測5:至2018年預測分析成為市場行銷的標準工具,不過得到最適合的恩惠為3分之一
    • 預測6:CMO的失業利率到2018年以年度25%繼續
    • 預測7:至2020年,2成的市場行銷選擇客戶中心模式,遠離傳統技術
    • 預測8:至2017年,CMO的6成為了行銷策略員工投資而受建議的基準實施推遲,CMO和CIO間的裂縫擴大
    • 預測9:2016年,提供雲端和數位服務的企業有7成增加購買後行銷的投資
    • 預測10:至2018年CMO的5成對自家公司的「智慧的」營運和組織實施大型結構變化

主要的建議

主要的促進要素

  • 產業的促進要素
  • 社會促進要素
  • 技術性促進要素
  • 經濟促進要素

參考資料

目錄
Product Code: 259649

This IDC study features IDC's top 10 predictions that CMOs must focus on for success in 2015 and beyond. Each prediction is described in terms of its potential impact on the organization, how quickly it will be a mainstream practice, and the relative effort needed to address it. Top predictions include CMO turnover, designing content for the buyer's journey, the emergence of line-of-business (LOB) buyers, addressing marketing skills gaps, and CMO/CIO partnerships."Marketers and their executives that embrace the challenges of transformation stand to gain the most from the effort," said Gerry Murray, research manager with IDC's CMO Advisory. "Today's connected customers are demanding more authentic relationships with brands. They can instantly tell the difference between brands that make them more successful in their personal and professional lives and those that stop at delivering the goop in the bottle, the UI on the screen, or the vehicle in the garage. Success in today's marketplace is no longer only about products and services, it's about the whole customer."

IDC FutureScape Figure

IDC Opinion

In This Study

Situation Overview

  • Summary of Key Drivers
  • IDC FutureScape Predictions
    • Prediction 1: By 2017, CMOs Will Spend More on Content Marketing Assets than They Do on Product Marketing Assets
      • Associated Drivers
      • Impact
      • Guidance
    • Prediction 2: By 2020, 50% of Companies Will Use Cognitive Computing to Automate Marketing and Sales Interactions with Customers
      • Associated Drivers
      • Impact
      • Guidance
    • Prediction 3: By 2017, 20% of Large Enterprise CMOs Will Consolidate Their Marketing Technology Infrastructure
      • Associated Drivers
      • Impact
      • Guidance
    • Prediction 4: By 2020, 33% of CMOs Will Outsource Some Digital Marketing Activities via Marketing as a Service
      • Associated Drivers
      • Impact
      • Guidance
    • Prediction 5: By 2018, Predictive Analytics Will Be a Standard Tool for Marketers, But Only a Third Will Get Optimal Benefit
      • Associated Drivers
      • Impact
      • Guidance
    • Prediction 6: CMO Job Turnover Will Continue at the Rate of 25% per Year Through 2018
      • Associated Drivers
      • Impact
      • Guidance
    • Prediction 7: By 2020, 20% of Marketers Will Abandon the Traditional Funnel in Favor of a Customer-Centric Model
      • Associated Drivers
      • Impact
      • Guidance
    • Prediction 8: By 2017, 60% of CMOs Will Lag in Implementing Recommended Benchmarks for Marketing Technology Staff Investment, Increasing the Rift Between the CMO and CIO
      • Associated Drivers
      • Impact
      • Guidance
    • Prediction 9: In 2016, 70% of Companies Offering Cloud or Digital Services Will Increase Investment in Post-Purchase Marketing
      • Associated Drivers
      • Impact
      • Guidance
    • Prediction 10: By 2018, 50% of CMOs Will Make Significant Structural Changes to Their "Intelligence" Operations and Organizations
      • Associated Drivers
      • Impact
      • Guidance

Essential Guidance

Key Drivers

  • Business Drivers
  • Social Drivers
  • Technology Drivers
  • Economic Drivers

Learn More

  • Related Research
  • Synopsis
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