Integration, consolidation, and rationalisation in marketing technology will make up an average of 35 per cent of total Marketing Technology budgets by 2015, International Data Corporation (IDC) has predicted.
With this increase in technology focus, the rise in spending shifts from IT to Line of Business (LoB) executives, the chief marketing officer (CMO) will hold 10 per cent of the overall technology budget by the end of 2015, IDC added.
Putting forward its forecast for 2015 at IDC FutureScape: Worldwide Social Business 2015 Predictions Web conference, the company also suggested that organisations will increase their internal product and service innovation efforts by 15 per cent over the next 18 months.
Said Michael Fauscette, group vice president of IDC's Software Business Solutions: "The basic building blocks of social business, content, and community are still creating opportunity for change and disruption, but the picture of how and in what business areas is much clearer today.
"The other thing that is clear, although certainly a point of contention for many, is the business value of these new solutions and the general shift to digital."
Another prediction suggested that the rise of wearables would see one in five of all workers will be involved in company-sponsored wellness programs or wellness specific gamification by the end of 2015.