市場調查報告書

IDC FutureScape:全球CMO(首席營銷官)預測(2021年)

IDC FutureScape: Worldwide Chief Marketing Officer 2021 Predictions

出版商 IDC 商品編碼 968062
出版日期 內容資訊 英文 18 Pages
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IDC FutureScape:全球CMO(首席營銷官)預測(2021年) IDC FutureScape: Worldwide Chief Marketing Officer 2021 Predictions
出版日期: 2020年10月27日內容資訊: 英文 18 Pages
簡介

該報告提供了IDC從2021年起對全球CMO(首席營銷官)的十大預測,包括相關的增長因素,IT影響以及對技術購買者的建議。

IDC市場預測

執行摘要

IDC FutureScape預測

  • 外部增長因素概述
  • 預測:對技術購買者的影響
    • 預測1:到2024年,將有32%的消費者品牌使用基於AI的上下文情感分析來衡量客戶的同情感
      • 相關生長因子
      • 對IT的影響
      • 指導
    • 預測2:到2023年,20%的品牌資產將與隱私和信任政策聯繫在一起,並將被公司採納,作為CX努力的一部分。
    • 預測3:到2023年,G2000的33%將使用數據啟動器得分調查來更好地管理與客戶的數據關係並提高同情和信任度。
    • 預測4:到2025年,B2B高科技營銷部門中有20%將包括培訓團隊,以減少獲得客戶價值的時間並提高招聘,利潤和忠誠度
    • 預測5:到2022年,排名前50位的上市公司中有三分之二將採用黨派政治立場,銷售額將增長10%
    • 預測6:到2024年,將消除42%的企業營銷應用程序,簡化Martech堆棧,使營銷更容易適應不斷變化的客戶需求和市場條件。
    • 預測7:大流行改變了市場開發策略,到2022年,活動預算的50%預計將分配給高產量數字活動。
    • 預測8:到2023年,人工智能驅動的情商(EI)將用於與品牌,同情,忠誠度,可靠性更高,NPS提高30%
    • 預測9:到2024年,數據運營的作用將增加,並且30%的營銷人員將擁有重要的數據和分析技能。
    • 預測10:到2023年,將有50%的公司使用RevOps原則,將營銷運營,銷售運營和客戶成功聯繫起來,以優化收入和提高客戶生命週期價值得分提高30%。

給技術購買者的建議

外部增長因素:詳細信息

  • 加速動盪:危機,韌性,機會
    • 概述
    • 背景
  • 下一個標準:彈性的業務和運營模型
  • 無處不在的智能:數據驅動行動
  • 數字平台:大型生態系統
  • 信任危機:滿足日益增長的期望
  • 重新定義客戶參與度:安全,可靠和可持續的數字體驗
  • 學習型組織:不對稱利益

參考

  • 相關研究
目錄
Product Code: US46913020

This IDC study presents 10 transformational trends for CMOs and their marketing teams to consider as opportunities for differentiation and competitive advantage. Key themes include AI, empathy and trust, social responsibility, and operational continuity - all of which are necessary to support consistently outstanding experiences throughout the customer life cycle."Digital has become the preferred domain for customer interactions of all kinds," said Gerry Murray, research director, Marketing and Sales Technology research at IDC. "CMOs must adapt their teams, technology, and practices to accommodate accelerating transformations in buyer behavior. It's more important than ever for marketers to use all the data and analytics at their fingertips to improve the personal and professional lives of their audiences in ways that are empathetic and worthy of the trust they so desire from their customers."

IDC FutureScape Figure

Executive Summary

IDC FutureScape Predictions

  • Summary of External Drivers
  • Predictions: Impact on Technology Buyers
    • Prediction 1: By 2024, 32% of Consumer Brands Will Be Using AI-Enabled Contextual Sentiment Analysis to Measure Customer Perceptions of Empathy
      • Associated Drivers
      • IT Impact
      • Guidance
    • Prediction 2: By 2023, 20% of Brand Equity Will Be Tied to Privacy and Trust Policies, Adopted by Enterprises as Part of CX Efforts
      • Associated Drivers
      • IT Impact
      • Guidance
    • Prediction 3: By 2023, 33% of G2000 Will Use Data Promoter Score Surveys to Better Manage Their Data Relationships with Customers and Improve Empathy and Trust
      • Associated Drivers
      • IT Impact
      • Guidance
    • Prediction 4: By 2025, 20% of B2B High-Tech Marketing Departments Will Include Training Teams to Accelerate Customers' Time to Value, Resulting in Greater Adoption, Margin, and Loyalty
      • Associated Drivers
      • IT Impact
      • Guidance
    • Prediction 5: By 2022, Two-Thirds of the Top 50 Public Companies Will Have Adopted Partisan Political Positions, Increasing Sales by 10%
      • Associated Drivers
      • IT Impact
      • Guidance
    • Prediction 6: By 2024, 42% of Enterprise Marketing Applications Will Be Eliminated, Streamlining the Martech Stack and Enabling Marketing to Readily Adapt to Changing Customer Needs and Market Conditions
      • Associated Drivers
      • IT Impact
      • Guidance
    • Prediction 7: By 2022, 50% of Event Budget Will Be Allocated Toward High-Production Digital Events, as the Go-to-Market Strategy Has Changed Because of the Pandemic
      • Associated Drivers
      • IT Impact
      • Guidance
    • Prediction 8: By 2023, AI-Driven Emotional Intelligence Will Be Used in over 90% of Real-Time Digital Customer Interactions with Brands to Improve Empathy, Loyalty, and Trust, Boosting NPS by 30%
      • Associated Drivers
      • IT Impact
      • Guidance
    • Prediction 9: By 2024, the Data Operations Role Will Rise, Resulting in 30% of Marketing Staff Having Critical Data and Analytical Skill Sets
      • Associated Drivers
      • IT Impact
      • Guidance
    • Prediction 10: By 2023, 50% of Firms Will Use RevOps Principles Linking Marketing Operations, Sales Operations, and Customer Success to Optimize Revenue Capture and Grow Customer Lifetime Value Scores by 30%
      • Associated Drivers
      • IT Impact
      • Guidance

Advice for Technology Buyers

External Drivers: Detail

  • Accelerated Disruption - Crisis, Resilience, and Opportunity
    • Description
    • Context
  • The Next Normal - Resilient Business and Operating Models
    • Description
    • Context
  • Intelligence Everywhere - Data Drives Action
    • Description
    • Context
  • Digital Platform - Ecosystems at Scale
    • Description
    • Context
  • Crisis of Trust - Meeting Rising Expectations
    • Description
    • Context
  • Customer Engagement Redefined - Safe, Secure, and Sustainable Digital Experience
    • Description
    • Context
  • The Learning Organization - Asymmetrical Advantage
    • Description
    • Context

Learn More

  • Related Research