市場調查報告書
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383624

IDC FutureScape:CMO的全球市場預測 (2020年)

IDC FutureScape: Worldwide CMO 2020 Predictions

出版日期: | 出版商: IDC | 英文 18 Pages | 訂單完成後即時交付

價格
  • 全貌
  • 簡介
  • 目錄
簡介

本報告提供IDC的CMO的10大預測相關之系統性資訊。

IDC FutureScape價值

摘要整理

IDC FutureScape的預測

  • 外部促進因素摘要
  • 預測:對技術買家的影響
    • 預測1:由於實施了歐盟GDPR,全球實時出價顯示廣告支出將在2020年下降5%,在2021年下降10%
    • 預測2:到2020年,將有35%的品牌採用共識管理系統,以基於透明度和治理來區分與客戶的數據關係
    • 預測3:到2021年,超過75%的消費者數位互動將包括該品牌進行的數位知情行為修改工作
    • 預測4:到2021年,將有20%的活動營銷人員將增強現實技術應用到他們的主要活動體驗中
    • 預測5:到2022年,由AI驅動的偽造內容的創建將超過對其進行檢測的能力,導致超過50%的人表示他們不信任在互聯網上找到的數據和內容
    • 預測6:到2022年,人工智能的廣泛可用性將影響擁有營銷技術堆棧的公司中30%的營銷人員
    • 預測7:到2022年,全球20%的技術品牌將不得不接受社會或政治事業的利弊
    • 預測8:到2022年,電子郵件營銷將成為第一個可以通過AI完全自動化的營銷操作
    • 預測9:到2023年,將有75%的數位營銷人員將使用多點觸控歸因
    • 預測10:到2024年,數據工作將成為營銷組織的核心能力,超越數據科學成為營銷中快速增長的角色

給技術買主的建議

外部的促進因素:詳細內容

參考資料

  • 相關調查
目錄
Product Code: US44750519

This IDC study outlines 10 of the most urgent issues CMOs must master to drive their brands, organizations, and careers to the top of the next set of disruptions coming to marketing."Marketing is transitioning from a decade of investment and innovation in the application layer of the infrastructure to a decade of investment and innovation that will come out of the data layer," said Gerry Murray, research director of Marketing and Sales Technology at IDC. "Data is the global food supply chain for marketers; it must be collected, stored, prepared, and served so that it is safe and healthy for everyone. That presents a host of challenges for marketers. The most successful will be those that embrace data as the new ingredients for master data chefs who will cook up new and exciting experiences for their customers."

IDC FutureScape Figure

Executive Summary

IDC FutureScape Predictions

  • Summary of External Drivers
  • Predictions: Impact on Technology Buyers
    • Prediction 1: Worldwide Display Advertising Spend via RTB Will Decrease by 5% in 2020 and by 10% in 2021, as Enforcement of the EU GDPR Makes It Clear That RTB's Data Needs and the GDPR Are Incompatible
      • Associated Drivers
      • IT Impact
      • Guidance
    • Prediction 2: In 2020, 35% of Brands Will Adopt Consent Management Systems to Build Trust and Differentiate Their Data Relationships with Customers Based on Transparency and Governance
      • Associated Drivers
      • IT Impact
      • Guidance
    • Prediction 3: By 2021, More Than 75% of Consumer Digital Interactions Will Include Digitally Informed Behavior Modification Efforts Conducted by the Brand
      • Associated Drivers
      • IT Impact
      • Guidance
    • Prediction 4: By 2021, 20% of Event Marketers Will Implement Augmented Reality into Their Major Event Experiences
      • Associated Drivers
      • IT Impact
      • Guidance
    • Prediction 5: By 2022, AI-Driven Creation of Fake Content Will Outpace the Ability to Detect It, Resulting in More Than 50% of People Indicating They Don't Trust the Data and Content They Find on the Internet
      • Associated Drivers
      • IT Impact
      • Guidance
    • Prediction 6: By 2022, the Broad Availability of AI Will Inspire 30% of Marketers in Companies with Marketing Tech Stacks to Volunteer for the Role of Citizen Scientist
      • Associated Drivers
      • Business and IT Impact
      • Guidance
    • Prediction 7: By 2022, 20% of Global Technology Brands Will Be Forced to Incorporate the Impact of Controversial Company Positions in Social or Political Causes into Their Marketing Strategy
      • Associated Drivers
      • IT Impact
      • Guidance
    • Prediction 8: By 2022, Email Marketing Will Be the First Marketing Job to Be Fully Automatable with AI
      • Associated Drivers
      • Business Impact
      • Guidance
    • Prediction 9: By 2023, 75% of Digital Marketers Will Use Multitouch Attribution, Owing to Recent Rapid Tech Improvements Supporting Multiple Channels, Advanced Statistics, AI/ML, and Easier Implementation
      • Associated Drivers
      • IT Impact
      • Guidance
    • Prediction 10: By 2024, Data Operations Will Become a Core Competency for Marketing Organizations, and It Will Overtake Data Science as the Fastest-Growing Job Function in Marketing
      • Associated Drivers
      • IT Impact
      • Guidance

Advice for Technology Buyers

External Drivers: Detail

  • Intelligence Everywhere: AI's Opportunity and Implications
    • Description
    • Context
  • Rising Customer Expectations: More Convenience, Customization, and Control
    • Description
    • Context
  • Crisis of Digital Trust: Escalating Threats Mandate Strategic Responses
    • Description
    • Context
  • Sense, Compute, Act: Maximizing Data Value
    • Description
    • Context
  • The Age of Innovation: Driving the Future Enterprise
    • Description
    • Context
  • The Future of Work: Agile, Augmented, Borderless, and Reconfigurable
    • Description
    • Context
  • Economies of Intelligence: AI, Human, and Organizational "Learning" Fuels Asymmetrical Advantage
    • Description
    • Context

Learn More

  • Related Research