target audience: TECH BUYER Publication date: Nov 2024 - Document type: Tech Buyer Presentation - Doc Document number: # AP52471224
IDC FutureScape: Worldwide Chief Marketing Officer 2025 Predictions — Asia/Pacific (Excluding Japan) Implications
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Abstract
This IDC study short-lists the 10 most urgent business and technology trends that marketing leaders must pay attention to in order to stay resilient against evolving market conditions and differentiate themselves by demonstrating their competitive advantage.
IDC’s research shows that marketing and digital marketing–related initiatives are consistently ranked among the top use cases for AI in the Asia/Pacific region. In this AI-infused environment, chief marketing officers (CMOs) must remember that the technology itself is not a differentiator but an enabler of differentiations. CMOs should focus on creating a value-based narrative to create authentic appeal to their customer base and differentiate themselves from their competitors’ offerings.
To establish this, CMOs will need to reach across the C-suite to establish a collaborative and more holistic, enterprisewide approach to marketing. The overall role of the CMO will therefore change as they work closely with IT, data, and digital teams, to name a few, to establish the necessary AI-infused marketing infrastructure and tools to deploy faster, more targeted and more effective campaigns.
CMOs will also be more invested in modernizing and centralizing the organization’s underlying data infrastructure to ensure the accessibility of accurate and real-time or near-real-time customer data profiles to power their marketing campaigns.