IDC FutureScape: Worldwide Chief Marketing Officer 2022 Predictions

IDC FutureScape Figure

• Figure: IDC FutureScape: Worldwide Chief Marketing Officer 2022 Top 10 Predictions

Executive Summary

IDC FutureScape Predictions

• Summary of External Drivers

• Predictions: Impact on Technology Buyers

• Prediction 1: By 2022, Marketing Investment in Data and Analytics Infrastructure Will Exceed Investment in Engagement Systems as a Percentage of Martech Spending for the First Time Ever

• Associated Drivers

• IT Impact

• Guidance

• Prediction 2: By 2023, 45% of All B2B and B2C Customers Will Seek Engagement and Experiences That Not Only Mirror But Also Augment In-Person Interactions and Make It a Criteria for Purchase

• Associated Drivers

• IT Impact

• Guidance

• Prediction 3: By 2023, 85% of the Top 300 U.S. Companies Will Actively Embrace Progressive Environmental, Social, or Political Causes, Even Though Returns Are Unclear

• Associated Drivers

• IT Impact

• Guidance

• Prediction 4: By 2023, 40% of Global 2000 Companies Will Scale Up to Prescriptive Whole Journey Marketing Experiences, Tailored to a "Segment of One," Further Increasing Competition for Scant Customer Attention

• Associated Drivers

• IT Impact

• Guidance

• Prediction 5: By 2024, 50% of the G1000 Will Use Continuous Engagement Communities with Virtual and Hybrid Events Integrated with Marketing and CRM to Determine Engagement and Customer Lifetime Value Metrics

• Associated Drivers

• IT Impact

• Guidance

• Prediction 6: By 2025, 40% of the G2000 Will Promote Ethical Use of AI and Data in Marketing with Other ESG Initiatives Aligned to Customer Trust and Regulatory Exceptions, Increasing Their Market Share by 5%

• Associated Drivers

• IT Impact

• Guidance

• Prediction 7: By 2027, 40% of the U.S. Internet Users Will Use Augmented Reality, with Sweeping Changes for Advertising and Marketing

• Associated Drivers

• IT Impact

• Guidance

• Prediction 8: By 2025, 25% of the Fortune Global 500 Will Employ Blockchain-Enabled Customer Data Tokens and Basic Attention Tokens to Compensate Customers for the Gathering and Use of Their Data

• Associated Drivers

• IT Impact

• Guidance

• Prediction 9: By 2025, 20% of the Global 1000 Companies Will Lose 15% of Their Repeat Business Due to Badly Behaving Bots

• Associated Drivers

• IT Impact

• Guidance

• Prediction 10: By 2026, 50% of All Digital Assets, from First-Party Customer Data to Influencer-Created Brand Content, Will Be Traded with Consent as Nonfungible Tokens, Pushing Marketing Spend and Revenue Upward

• Associated Drivers

• IT Impact

• Guidance

Advice for Technology Buyers

External Drivers: Detail

• Pervasive Disruption Continues — Volatility, Opportunity, and Resilience

• The Future Enterprise — Thriving in a Jungle of Agile Innovation

• The Velocity of Connectedness — The Future Is Data in Motion

• Intelligence on Demand — Navigating the Torrent of Data

• Digital Ecosystem — Thriving in a Multiplatform World

• Environmental and Social Responsibility — A New Stakeholder-Driven Imperative

• Engagement Reimagined — From Responsive to Anticipatory

Learn More

• Related Research