IDC FutureScape : 세계의 CMO(Chief Marketing Officer) 예측(2024년)

"Over the last decade and a half, the nature of marketing has evolved from the emergence of digital marketing to the rise of content marketing and now the digital experience era. Each major inflection point has necessitated the need for marketing to evolve its culture, people, processes, and technology," says Laurie Buczek, research vice president, IDC's CMO Advisory Practice. "The IDC predictions will allow chief marketing officers to stay one step ahead of the continual shifts and the rising strategic importance of marketing in driving business growth."

IDC FutureScape Figure

Executive Summary

IDC FutureScape Predictions

• Summary of External Drivers
• Predictions: Impact on Technology Buyers
  • Prediction 1: By 2028, the G2000 Will Utilize Data and AI to Automate 38% of Actions in the Buyer Journey Across Marketing and Sales, Shifting to Sensing, Dynamically Delivering to the "Adventure" the Buyer Chooses
    • Associated Drivers
    • IT Impact
    • Business Impact
    • Guidance
  • Prediction 2: By 2026, GenAI Will Assume 42% of Traditional Marketing's Mundane Tasks Such as SEO, Content and Website Optimization, Customer Data Analysis, Segmentation, Lead Scoring, and Hyper-Personalization
    • Associated Drivers
    • IT Impact
    • Business Impact
    • Guidance
  • Prediction 3: Trying to Reduce Content Congestion, by 2027, More than 50% of Consumers Will Employ AI Through Mobile Devices to Discover, Evaluate, and Purchase Most of the Products and Services They Want
    • Associated Drivers
    • IT Impact
    • Business Impact
    • Guidance
  • Prediction 4: By 2027, 64% of G2000 Companies Will Seek to Create Fans, Not Just Customers, by Using Hosted Communities to Drive Loyalty, Engagement, Ideation, and First-Party Data That Becomes an Annuity
    • Associated Drivers
    • IT Impact
    • Business Impact
    • Guidance
  • Prediction 5: By 2025, 65% of G1000 Companies Will Adopt Trust-Based Marketing Programs, Harness Greater Value from Zero- and First-Party Data, and Improve Marketing Profitability by 50%
    • Associated Drivers
    • IT Impact
    • Business Impact
    • Guidance
  • Prediction 6: By 2029, 10% of the Global 1000 Will Employ Quantum Sensing in Their Marketing Efforts and Build Contextual Experiences to Better Understand the Feelings, Perceptions, and Intentions of Customers
    • Associated Drivers
    • IT Impact
    • Business Impact
    • Guidance
  • Prediction 7: By 2025, 23% of Walled Garden Vendor Revenue Will Come from Indirect Sources as Pressure from Consumers, Marketers, and Governments Encourages More Open Tactics and Greater Interoperability
    • Associated Drivers
    • IT Impact
    • Business Impact
    • Guidance
  • Prediction 8: Pervasive Sentiment and Intent AI Will Propel 55% of G1000 Firms to Conduct All Marketing Journeys as Real-Time, Two-Way Conversations by 2025, Improving Leads to Purchase Conversions by 40%
    • Associated Drivers
    • IT Impact
    • Business Impact
    • Guidance
  • Prediction 9: By 2027, 33% of Marketers in G2000 Firms Will Possess a Blend of Data Analysis, Experience Design, Storytelling, and Creativity Skill Sets, Fulfilling Emerging Roles for Marketing's Experience Era
    • Associated Drivers
    • IT Impact
    • Business Impact
    • Guidance
  • Prediction 10: By 2027, 60% of CMOs in G2000 Organizations Will Be Primarily Measured for Their Ability to Deliver Customer Value Outcomes, Forcing 30% to Evolve into Becoming Orchestrators of Customer Value
    • Associated Drivers
    • IT Impact
    • Business Impact
    • Guidance

Advice for Technology Buyers

External Drivers: Detail

• AI Everywhere - Generative AI Takes the Spotlight
• The Drive to Automate - Maximizing Efficiency and New Opportunities
• Economic Uncertainty - IT Malaise and Market Volatility
• The Digital Business Imperative - Competitiveness and Outcomes
• Everything as a Service Intensifies - Transforming Models to Drive Change
• Dynamic Work and Skills Requirements - New Work Mode Era
• Shifting Tech Regulatory Landscape - Navigating Risk and Opportunity

Learn More

• Related Research