IDC FutureScape: Worldwide Chief Marketing Officer 2023 Predictions

IDC FutureScape Figure

• Figure: IDC FutureScape: Worldwide Chief Marketing Officer 2023 Top 10 Predictions

Executive Summary

IDC FutureScape Predictions

• Summary of External Drivers

• Predictions: Impact on Technology Buyers

• Prediction 1: Web3 Technology Adoption Will Drive 45% of Global Brands to Create New Immersive Experiences, Accessible Content, and Engaged Communities, Growing the CX Creator Economy into a $300 Billion Market by 2024

• Associated Drivers

• IT Impact

• Guidance

• Prediction 2: By 2024, Customer Data Platforms Will Grow Up to Be Enterprise Customer Data Services, Using Data Streams and AI to Improve Each Interaction, Thus Improving CX Metrics by 10% for 55% of G2000 Firms

• Associated Drivers

• IT Impact

• Guidance

• Prediction 3: By 2025, Deprecation of the Google Advertising ID Will Reduce the Share of Android-Based Advertising by 10 Points, Benefiting iOS-Based Advertising, Apple, and Amazon

• Associated Drivers

• IT Impact

• Guidance

• Prediction 4: By 2025, G2000 Brands Will Need to Be Transparent About and Anchor Marketing Messaging on Contextual Value Outcomes for the Customer, or Risk Losing Up to 65% of Their Lead to Opportunity Conversions

• Associated Drivers

• IT Impact

• Business Impact

• Guidance

• Prediction 5: By 2025, 48% of G2000 B2B-Branded Content Will Be Immersive, Interactive, Inclusive, and Curated to Meet Buyers' Expectations of "Connected Experiences in Context" Set in Motion by B2C Brands

• Associated Drivers

• IT Impact

• Guidance

• Prediction 6: By 2026, Worldwide Advertising Spending on Traditional TV Will Decline by 20%, from $166 Billion to $133 Billion per Year, Benefiting Mobile Video and Connected TV

• Associated Drivers

• IT Impact

• Guidance

• Prediction 7: Growing Engagements Across Social Media, Communities, and Virtual Platforms Will Impact Over 68% of All Brand Revenue by 2026

• Associated Drivers

• IT Impact

• Guidance

• Prediction 8: Performance Demands, Personalization Requirements, Staffing Constraints, and Technology Maturity Result in 34% of Content Marketing Programs Being Managed Autonomously Through AI/ML by 2027

• Associated Drivers

• IT Impact

• Guidance

• Prediction 9: By 2027, 68% of G2000 Marketing Organizations Will Use AI to Adaptively Deliver a Blend of Digital and Human-Delivered Customer Interactions Across the Whole Customer Journey

• Associated Drivers

• IT Impact

• Guidance

• Prediction 10: G500 Marketing Teams Will Base 35% of Lead Generation Efforts on Known Personal Tokens — Real-Time Customer Sharing of Identity and Engagement Preferences — by 2028, Leading to Higher Quality Relationships

• Associated Drivers

• IT Impact

• Guidance

Advice for Technology Buyers

External Drivers: Detail

• Storms of Disruption — Accelerating, Interconnected Uncertainty

• Digital Business — Stepping Stone to the Future Enterprise

• Meaningful Intelligence — Differentiated Decision Power

• Ecosystem-Based Innovation — Driving Enterprise Value

• Embracing the Metaverse — New Levels of Immersion

• Work Mode Upheaval — New Models and Leadership

• Everything as a Service — Thriving Through the Change

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• Related Research