Category: Advertising & Marketing
Advertising & Marketing market research reports by IDC
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Marketing Investment Planner 2025 Executive Summary
This IDC Perspective examines IDC’s 2025 Tech Marketing Spending Benchmark Survey, which provides evidence-based quantitative insight for marketing planning, performance, and productivity management and transformation into the next era’s marketing powerhouse. “As AI rapidly reshapes the marketing la ... Read More
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Endpoint Protection Marketing: An Exercise in Signal Processing
The IDC Market Perspective discusses the endpoint protection market that is highly competitive and noisy, making it challenging for buyers to assess technology based on cost and complexity. IDC highlights the importance of clear, unique messaging to stand out. Vendors should focus on value propositi ... Read More
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Digital Advertising Market Review, 2025
This IDC Perspective on the digital advertising market provides a comprehensive analysis of digital advertising spend. It highlights the rapid growth of mobile in-app, connected television (CTV), and digital out-of-home (DOOH) advertising, driven by technological advancements like AI. IDC's custom s ... Read More
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Free Ad-Supported Streaming Television Update and Impact in 2025
SynopsisThis IDC Perspective 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, and the trend of cord-cutting. It also highlights the impact of FAST ... Read More
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Sprinklr '25 Winter SQuAD: Finding a Firm Footing for Growth with a Refreshed Strategy and Continued Investments for an Intelligent Core
This IDC Market Note discusses Sprinklr's quarterly analyst digest held on January 30, 2025. This was the first time, newly appointed CEO, Rory Read, addressed the analyst community and laid out his plans for a refreshed growth strategy. The company has set itself an ambitious growth plan and Read's ... Read More
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USPS Looks to Drive Direct Mail Value and ROI with 2025 Promotions
This IDC Market Note discusses a range of promotions and incentives introduced by the United States Postal Service (USPS) designed to encourage direct mail marketing. Covering a wide range of capabilities and use cases, these programs are designed to help mailers increase the effectiveness of direct ... Read More
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Salesforce's Generative AI Strategy: Revolutionizing CX, Sales, and Marketing with AI-Driven Insights and Personalization
Salesforce's Generative AI Strategy: Revolutionizing CX, Sales, and Marketing with AI-Driven Insights and Personalization This IDC Vendor Profile is one of a series of eight profiles looking at the strategies of major Europe-focused enterprise application vendors in the generative AI space. This pro ... Read More
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Media
Media Brief Excerpt from Industry Overview Chapter: Companies in this industry produce, process, or distribute information and entertainment content. US-based media conglomerates include Disney, Paramount, and Xfinity (owner of NBCUniversal) all of which have a global sphere of influence. Major comp ... Read More
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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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