Some things, like wine, get better with age—and marketing is one of them. Indeed, a new study conducted by the Economist Intelligence Unit on behalf of Marketo suggests that marketing will only grow more sophisticated with time.
According to the study, 86% of the nearly 500 CMOs and senior marketing executives surveyed expect to own the end-to-end customer experience by 2020. They also expect customers to continue to interact with their brands using more channels than the grapes in a rich varietal blend. Respondents cite social media (63%) as the top channel through which marketers expect consumers to experience their marketing efforts in 2020, followed by the Web (53%), and apps (47%).
Marketers polled anticipate that those experiences will branch out as newer technologies take hold. In fact, marketers expect mobile devices and networks (59%), personalization technologies (45%), and the Internet of Things (39%) to have the biggest impact on their organization in the next four years. And about 87% and 78% of respondents anticipate having significant influence over their company’s business strategy and technology, respectively, by 2020.
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