IDC's Worldwide Marketing Taxonomy, 2022
This IDC study is a reference guide for budget management and cost control. It can serve as the foundation for marketing and finance executives to better demonstrate fiscal management capabilities to C-level executives and to improve decision-making processes based on standardized resource allocations."Using IDC's marketing taxonomy, coupled with benchmarking against IDC's industry-leading technology marketing benchmarks database, will enable executives to advance their investment management capabilities," says Laurie Buczek, program vice president of IDC's CMO Advisory. "Executives should use this taxonomy guide as a tool to optimize return on their activities and expenses across the marketing functions."
Please Note: Extended description available upon request.
- IDC's Worldwide Marketing Taxonomy
- Marketing Taxonomy Changes for 2022
- Significant Updates
- Marketing Staff
- Marketing Programs
- Taxonomy Overview
- Marketing Staff Expenses: What's In? What's Out?
- Staff Focus: Corporate (Global), Business Unit (Product Line), and Regional Marketing
- Corporate Marketing Focus
- Business Unit Marketing Focus
- Regional Marketing Focus
- Marketing Program Expense Overview
- Definitions
- Marketing Staff Taxonomy
- Advertising
- Analyst Relations
- Business Development Reps
- Campaign Management
- Content Marketing
- Creative and Brand Services
- Direct Marketing
- Event Marketing
- Executives
- Field Marketing and Sales Enablement
- Industry and Audience Marketing
- Intelligence
- Customer Intelligence and Analytics
- Competitive Intelligence and Analytics
- Market Intelligence and Analytics
- Loyalty, Advocacy, and Customer Marketing
- Marketing Operations
- Marketing Technology
- Partner Marketing
- Product and Solution Marketing
- Public and Media Relations
- Social Marketing
- Website
- Other Marketing Staff
- Marketing Program Taxonomy
- Advertising (Digital and Nondigital)
- Corporate Sponsorship
- Mobile Advertising
- Online (Desktop) Advertising
- Out of Home
- Search (SEM)
- Social
- Television and Radio
- Additional Notes on the Advertising Category
- Analyst Relations
- Corporate Brand Identity: Development, Maintenance, and Governance
- Content Marketing
- Digital Content
- Print Content
- Translation and Localization
- Content Syndication
- Direct Marketing
- Direct Mail (Print)
- Email Marketing
- Business Development, Market Development, and Telemarketing Services
- SMS and Text Messages
- Events
- Conferences and Trade Shows
- Customer/Prospect Events
- Industry Events
- Partner Events
- Intelligence
- Customer Intelligence and Analytics
- Competitive Intelligence and Analytics
- Market Intelligence and Analytics
- Loyalty, Advocacy, and Customer Programs
- Market Development Funds and Co-Op Marketing Funds
- Marketing Technology
- Software and Tools for Content Production and Management
- Software and Tools for Data Management and Analytics
- Software and Tools for Management and Administration
- Software and Tools for Managing Interactions
- Public Relations
- Agency Fees and In-House Expense
- Sales and Partner Enablement
- Direct Sales Channels: Sales and Partner Enablement, Support, Tools, and Training
- Indirect Channel Partners: Sales and Partner Enablement, Support, Tools, and Training
- Alliance Partners and Influencers: Sales and Partner Enablement, Support, Tools, and Training
- Social Marketing
- Website Content and Services
- Company Websites
- Mobile Web and Apps
- Search Engine Optimization
- Other Marketing Programs
- Learn More
- Methodology
- Activity-Based Accounting Methodology
- Selling, General, and Administrative Expenses
- Synopsis
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