In a time of intense flux, sweeping changes could affect everything from purpose to customer loyalty and cause an existential crisis for CMOs.
Forrester 2021 predictions: Integration of marketing and CX, cloud to skyrocket, innovation to suffer
CMOs will embrace CX, loyalty programmes will be re-emphasised and media money will shift into retention methods, the firm's annual outlook predicts.
CMOs need to take control of the entire customer journey, invest in participatory purpose-led experiences, and become more strategic in technology spend to secure their future, the firm suggests.
TOP OF THE CHARTS: Forrester predicts China's social ad spend will triple by 2023, leading APAC past North America globally.
Forrester says online video ad spending across Asia-Pacific will grow to $53.7 billion in 2023, driven by the popularity of platforms like TikTok
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