Category: Advertising & Marketing
Advertising & Marketing market research reports by IDC
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IDC FutureScape: Worldwide Chief Marketing Officer 2025 Predictions
IDC FutureScape: Worldwide Chief Marketing Officer 2025 Predictions This IDC study provides IDC’s top 10 predictions for the chief marketing officer for 2025 and beyond.“Marketing’s future is represented by AI-fueled transformation. We only see the tip of the iceberg today, and lying underneath is ... Read More
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INBOUND 2024: HubSpot’s Vision to Make Customer Management Easy, Fast, and Unified
INBOUND 2024: HubSpot’s Vision to Make Customer Management Easy, Fast, and Unified This IDC Market Note explores how HubSpot’s vision seeks to address the pressing challenges facing go-to-market teams and usher in a new era of inbound marketing. At INBOUND 2024, HubSpot CEO Yamini Rangan highlighted ... Read More
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What Google's Newest Approach to Cookie Deprecation Means for Advertisers
What Google's Newest Approach to Cookie Deprecation Means for Advertisers This IDC Perspective discusses Google's newest approach to the deprecation of cookies. Google's recent decision to shift focus from deprecating third-party cookies to empowering user choice marks a significant turning point in ... Read More
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Worldwide Project and Portfolio Management Software Market Shares, 2023: Strategic Planning, Adaptive Collaboration, and Evolving GenAI Drive Growth
Worldwide Project and Portfolio Management Software Market Shares, 2023: Strategic Planning, Adaptive Collaboration, and Evolving GenAI Drive Growth This IDC study provides 2023 market share for the worldwide project and portfolio management software market, which grew 13.3% to $6.5 billion in 2023 ... Read More
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Worldwide Marketing Campaign Management Software Forecast, 2024–2028: Dawn of AI Everywhere in Marketing
Worldwide Marketing Campaign Management Software Forecast, 2024–2028: Dawn of AI Everywhere in Marketing This IDC study presents a five-year forecast for the worldwide marketing campaign management software market."Expect a paradigm shift with AI at the helm," remarked IDC industry analyst Roger Beh ... Read More
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IDC PlanScape: CPaaS to Optimize Marketing
IDC PlanScape: CPaaS to Optimize Marketing In essence, businesses must be quick to respond to potential buyers and smart in how they address their target audiences and how they keep them as satisfied and loyal customers. This calls for technology that is also easy to implement and scale (especially ... Read More
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Voice of the Customer — A Look at Metrics and KPIs
Voice of the Customer — A Look at Metrics and KPIs This IDC Perspective provides insights into selection and application of metrics for a VOC program. Voice of the customer programs are evolving beyond traditional surveys to include indirect and inferred feedback, utilizing a variety of metrics like ... Read More
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Roku Exchange Unlocks Access to Roku's Audience and Premium Media
Roku Exchange Unlocks Access to Roku's Audience and Premium Media This IDC Market Note discusses Roku Exchange, a new advertising technology solution designed for TV streaming. This document also discusses the range of benefits that it offers media companies and brands and advertising agencies. As p ... Read More
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Worldwide Marketing Campaign Management Market Shares, 2023: Dawn of AI Everywhere in Marketing
Worldwide Marketing Campaign Management Market Shares, 2023: Dawn of AI Everywhere in Marketing This IDC study discusses worldwide marketing campaign management market shares for 2023."Conversational AI is the future interface between brands and buyers," said Gerry Murray, research director, Market ... Read More
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IDC PlanScape: Hyper-Personalized Loyalty in Hospitality and Travel
IDC PlanScape: Hyper-Personalized Loyalty in Hospitality and Travel This IDC PlanScape addresses how loyalty solutions must hinge upon hyper-personalization, leveraging omni-channel strategies along with guest data platforms, real-time analytics, and AI to ensure that every opportunity for guest en ... Read More
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The Shoptalk Bridge for Retail Technology 2024
The Shoptalk Bridge for Retail Technology 2024 This IDC Market Note discusses the Shoptalk 2024 event held in Mandalay Bay, Las Vegas, and the key takeaways from the event. The primary Shoptalk event each year drives tens of thousands of retailers, vendors, and adjacent professionals to a specific l ... Read More
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Expanding Marketing Promotions Across the "4-O Matrix"
Expanding Marketing Promotions Across the "4-O Matrix" This IDC Market Perspective discusses the necessity for marketers, especially in the B2B and SMB sectors, to evolve beyond traditional email-centric strategies by adopting the 4-O marketing matrix. While the traditional 4 Ps of marketing have lo ... Read More
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IDC's Digital Advertising Market Model Overview, 2024
IDC's Digital Advertising Market Model Overview, 2024 This IDC Perspective discusses the Digital Advertising Market Model (DAMM), which is an IDC offering that is focused on the digital advertising market. Its purpose is to provide a custom digital advertising market model that allows media companie ... Read More
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Copilots, Concierges, and Super Agents: The Coming of Autonomous Marketing for Autonomous Markets in the Intelligent Economy
Copilots, Concierges, and Super Agents: The Coming of Autonomous Marketing for Autonomous Markets in the Intelligent Economy This IDC Market Perspective introduces the concept of AI-powered super agents running on next-gen, AI-powered smartphones. They will enable consumers to programmatically contr ... Read More
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Zoho Day 2024: Culture and Technology Strategies for the Long Game
Zoho Day 2024: Culture and Technology Strategies for the Long Game This IDC Perspective discusses Zoho's annual analyst event in 2024, focused on the company's long-term growth strategy and corporate culture. The company's approach includes investing in local education, targeting rural communities ... Read More
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Worldwide Mobile In-App and In-Game Advertising Forecast, 2024–2028: Video Ads Rolls On
Worldwide Mobile In-App and In-Game Advertising Forecast, 2024–2028: Video Ads Rolls On This IDC study provides a view into mobile in-app and in-game advertising dynamics through 2028. It assesses related market trends and technological advancements, and it offers advice to technology suppliers. It ... Read More
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What Should Chief Marketing Officers Seek from Customer Experience Services Vendors in 2024?
What Should Chief Marketing Officers Seek from Customer Experience Services Vendors in 2024? This IDC Perspective highlights the importance of having positive customer experience (CX) that could set a business apart from its competitors, especially in a very crowded market. In the era defined by dat ... Read More
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GenAI Will Increase Marketing Productivity by More than 40% in the Next Five Years; Then Sam Altman Says It Could Be Closer to 95%
GenAI Will Increase Marketing Productivity by More than 40% in the Next Five Years; Then Sam Altman Says It Could Be Closer to 95% This IDC Perspective discusses the potential of generative AI (GenAI) in increasing marketing productivity by over 40% in the next five years. It explores the various ta ... Read More
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Free Ad-Supported Streaming Television Update and Impact in 2024
Free Ad-Supported Streaming Television Update and Impact in 2024 This IDC Perspective content discusses the significant growth of the free ad-supported streaming television (FAST) market, driven by factors such as the rise of connected devices, high-quality content, advancements in ad targeting, an ... Read More
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From Touchdown to Fumble: Why Traditional Super Bowl Advertising Fails to Meet Data-Driven Marketers' Demands
From Touchdown to Fumble: Why Traditional Super Bowl Advertising Fails to Meet Data-Driven Marketers' Demands This IDC Perspective encourages an evolution from traditional/linear TV (e.g., Super Bowl ads) to connected television (CTV) as a data-driven marketing strategy. The 2024 Super Bowl attracte ... Read More
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Update on Advertising on Connected Television with Retail Media Networks
Update on Advertising on Connected Television with Retail Media Networks This IDC Perspective provides update on advertising on connected television (CTV) with retail media networks (RMNs). The retail media advertising landscape via retail media networks is growing rapidly, driven by the power of fi ... Read More
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Marketing Investment Planner for 2024: Executive Summary
Marketing Investment Planner for 2024: Executive Summary This IDC Perspective offers CMOs, their management teams, and their C-suite colleagues a window into the results of IDC’s 2023 Tech Marketing Benchmark Survey. A 55-page extended document with details on this survey (now in its 21st year) titl ... Read More
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Amazon Ads Unboxed 2023: Connecting the Ad Ecosystem Across Media and Audiences
Amazon Ads Unboxed 2023: Connecting the Ad Ecosystem Across Media and Audiences This IDC Perspective discusses the annual user conference held by Amazon Ads in New York City on October 24–26, 2023. Major announcements included a clean room specifically for publishers, GenAI-automated image generatio ... Read More
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IDC PlanScape: Digital Advertising as a Managed Service to Improve Return on Investment
IDC PlanScape: Digital Advertising as a Managed Service to Improve Return on Investment This IDC PlanScape examines digital advertising as a managed service. "The media and entertainment (M&E) industry is now well on its way to cloud adoption, but navigating through its complexities to achieve t ... Read More
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Zeta Live 2023: Intelligent MadTech Platform Drives Record Growth
Zeta Live 2023: Intelligent MadTech Platform Drives Record Growth This IDC Market Note presents Zeta Global's major product announcements and revenue highlights. Zeta Global held its annual user conference Zeta Live 2023 at The New York Times Center in New York City on September 28, 2023, with hund ... Read More
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