Accenture-CMO-Insights-2014-pdf
Accenture-CMO-Insights-2014-pdf
Accenture-CMO-Insights-2014-pdf
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Seeing the full<br />
digital opportunity<br />
The marketing world is changing fast and digital opportunities are leading the<br />
charge. Fully three-quarters of respondents (78%) to <strong>Accenture</strong>’s research believe<br />
that marketing will undergo fundamental change over the next five years. Also not<br />
surprising: of the top three changes cited, analytics, digital and mobile are the key<br />
drivers. High-growth companies 2 in particular say their investments in these three<br />
areas are paying off, especially to improve customer experience.<br />
78 %<br />
<strong>2014</strong> – 2019<br />
Areas of fundamental change for marketing over the next five years (%)<br />
Analytics skills will be a core competence of marketing<br />
42<br />
5/10<br />
7/10<br />
Digital budgets will account for over 75% of the marketing budget<br />
37<br />
Mobile will account for over 50% of the marketing budget<br />
35<br />
Marketing will become more of an on-demand information provision function<br />
34<br />
86 %<br />
Marketing, Sales, and Customer Service will be merged into a single function<br />
34<br />
We will not know what a marketing campaign will look like in advance:<br />
campaigns will unfold in real time, depending on the individual needs<br />
and intents of each customer across every device and channel<br />
32<br />
Earned media will be more important and receive more support than<br />
paid and owned media<br />
27<br />
Marketing and IT will be merged into a single function<br />
26<br />
71 % 57 %<br />
<strong>CMO</strong>s will be the most important relationship for CEOs, surpassing the CFO<br />
and other C-suite executives<br />
21<br />
We will be known as a digital company<br />
21<br />
2<br />
High-growth companies are self-identified and have an increase of 6% or more in annual sales.