IDC FutureScape: Worldwide CMO 2020 Predictions

IDC FutureScape Figure

• Figure: IDC FutureScape: Worldwide CMO 2020 Top 10 Predictions

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

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