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Generative AI–Enabled Martech Adoption Trends Across SMB Organizations

Roger Beharry Lall — Tue, 23 Apr 2024 04:00:00 GMT

This IDC Survey presentation analyzes responses from line-of-business leaders with martech responsibilities in organizations with fewer than 1,000 employees (i.e. small and medium-sized businesses — SMBs). This IDC QuickPoll Survey on AI-enabled marketing focuses on SMB organizations' current plans, challenges, and expectations regarding the utilization of generative AI (GenAI).

Conducted online during March 2024, the survey (n = 103) gathers information about SMBs' perceptions and strategies concerning generative AI enablement of the martech stack. These findings shed light on the unique challenges and opportunities SMBs currently face as they enter the AI everywhere age.

State of Sales Technology

Michelle Morgan — Tue, 23 Apr 2024 04:00:00 GMT

This IDC Survey is based on a March 2024 web-based survey conducted in the United States among line-of-business (LOB) professionals responsible for making sales technology purchasing decisions. This document provides an analysis of select questions drawn from IDC's State of Technology Survey. This survey delves into organizations' preferences and obstacles influencing their present utilization of sales technology and their considerations for future purchases.

March 2024 QuickPoll of Marketers at Large U.S. Enterprises About Their Plans for Generative AI Adoption

Gerry Murray — Sun, 21 Apr 2024 04:00:00 GMT

This IDC Survey summarizes the results of an IDC QuickPoll of large U.S. enterprises and their current plans, challenges, and expectations for using Generative AI.

It was conducted online during March of 2024.

Oracle Ushers in a New Era for Oracle Database Users with Generative AI

Carl W. Olofson — Sun, 21 Apr 2024 04:00:00 GMT

This IDC Market Note summarizes key capabilities of new AI-related features of Oracle Database 23c and considers how these features can revolutionize data access for their users. It discusses Oracle Autonomous Database Select AI and Oracle Database 23c AI Vector Search in some detail and offers suggestions regarding the benefit of their use.

"Oracle Database has had key generative AI features to serve the needs of DBAs, developers, and end users since September 2023. A number of key new functions are included, a few of which are discussed herein," says Carl Olofson, research vice president, Data Management Software research, at IDC. "These capabilities deliver on a dream of database technologists for decades: that of providing nontechnical users the ability to find and access any data anywhere in the enterprise, including both content files and databases, without needing to know a data access language, and without even having to know what files or database to examine."

Streamlining Sales Performance: A Guide to Seamless Integration of AI and Automation

Jan Burian — Fri, 19 Apr 2024 04:00:00 GMT

This IDC Perspective features an interview with Dave Sarge, systems process manager at Grosfillex. Grosfillex is a multinational manufacturer based in France that is known for its wide range of resin products. Dave Sarge provides insights into Grosfillex's successful initiatives that have enhanced customer management efficiency and increased revenue and productivity. These improvements have been achieved through the strategic implementation of automation and the leveraging of AI-powered product recommendation technology.

"Numerous organizations continue to grapple with disjointed workflows, manual tasks, and the escalating complexity of products and sales-related data. Some of these entities may hesitate to enhance their processes through digital technology due to constraints such as insufficient internal capabilities and/or the limited bandwidth (size) of internal IT teams. Nevertheless, Grosfillex has demonstrated that collaboration with an appropriate technology partner can yield solutions that deliver substantial value to any company's bottom line, even companies with small IT teams." — IDC Associate Vice President Jan Burian, Manufacturing Insights EMEA.

Copilots, Concierges, and Super Agents: The Coming of Autonomous Marketing for Autonomous Markets in the Intelligent Economy

Gerry Murray — Mon, 15 Apr 2024 04:00:00 GMT

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 control the way they purchase goods and services as easily as media streaming services. This represents a new model in which both buyers and sellers have intelligence and automation capabilities that will make markets more efficient for both. Markets powered by super agents will monetize transaction commissions, not ad impressions. Some of the expected challenges and opportunities for SaaS providers, ad networks, publishers, influencers, brands, and consumers are presented.

"AI is going to replatform the economy," said Gerry Murray, research director, Enterprise Marketing Technology at IDC. "Super agents running on the next generation of AI-powered smartphones will give consumers the ability to automate much of their shopping and deal discovery. Super agents will function as intermediaries between brands and buyers and will therefore create new challenges and opportunities for martech vendors, ecommerce platforms, ad networks, and marketing practitioners."

2024 is a Year of Choices for S4 Capital and Media.Monks, After Growth Disappears in 2023

Douglas Hayward — Thu, 11 Apr 2024 04:00:00 GMT

Media.Monks owner S4 Capital posted 2023 revenue down 7.8% in like-for-like terms at £1,012 million (just over $1.2 billion) in 2023, with net revenue excluding direct costs down 4.5% at £873 million (just under $1.1 billion). With its former high growth suddenly gone and no indication of its return in 2024, Media.Monks may have to consider some radical alternatives if it is to return to growth and become a more strategic and more transformational partner to CMOs.

IDC's Worldwide Marketing Taxonomy, 2024

Laurie Buczek, MaryAnn Holder-Browne — Wed, 10 Apr 2024 04:00:00 GMT

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 improve decision-making processes based on standardized resource allocations.

"Using IDC's marketing taxonomy, coupled with benchmarking against IDC's industry-leading technology marketing benchmark database, will enable executives to invest in the right priorities to support marketing's important role of establishing the brand awareness and purpose, generating demand, and finding opportunities for business growth," says Laurie Buczek, program vice president of IDC's CMO Advisory Services practice. "Executives should use this taxonomy guide as a tool to optimize return on their activities and expenses across the marketing functions."

"The IDC marketing taxonomy is the foundation for the IDC tech marketing benchmark program, which provides answers to critical management questions spanning marketing spending, staffing, and investment in programs," says MaryAnn Holder-Browne, research manager of IDC's CMO Advisory Services practice. "It provides valuable up-to-date information on key performance indicators (KPIs) and comparisons against other organizations and sectors, and it supports planning, ongoing peer evaluation, and measurements to improve planning and optimize marketing campaigns and programs."

Organizational Considerations Driven by AI-Enabled Marketing Tech Stacks

Roger Beharry Lall — Wed, 10 Apr 2024 04:00:00 GMT

The IDC Market Perspective explores the impact of AI adoption on marketing teams' structures and the emergence of new roles and opportunities. It discusses how AI technologies are influencing operational efficiency and productivity, with a focus on the marketing technology landscape. The document emphasizes the need for upskilling when considering new positions and staffing and encourages IT, HR, and marketing leaders to partner to facilitate these changes.

"Embracing AI-enabled martech tools can lead to the emergence of new roles and opportunities and foster evolution and innovation. This requires technology buyers, marketing executives, and HR leaders to partner to help their teams adapt," says Roger Beharry Lall, research director, Advertising Technologies and SMB Marketing Applications, IDC.

アクセンチュア Operationsのビジネス動向：テクノロジー駆動による全社変革支援の強化に向け国内体制を拡充

Masaru Muramatsu — Mon, 08 Apr 2024 04:00:00 GMT

本調査レポートは、アクセンチュアの5つのサービスラインのうち、IDC定義のBPO（Business Process Outsourcing）サービスを含む業務オペレーションアウトソーシングサービスを提供するOperationsについて、最新のビジネス動向と成長戦略を考察する。近年、アクセンチュア Operationsでは、顧客の全社変革を、他の複数サービスラインとの協働／連携の下、包括的なBPOサービスの提供によって支援するビジネスが拡大している。

「国内BPOサービス市場では、統合的／複合的なサービス需要が成長を牽引しており、アクセンチュア Operationsの包括的なBPOサービスの提供体制拡大は当該市場の成長要因と整合する。今後のビジネスの成長では、主要産業領域である製造業での調達／購買BPOサービスの拡大は一つの鍵となり、これを統合的なBPOサービスの中に位置づける上で、製造業のデジタル変革を担うIndustry Xとの連携がますます重要となる」とIDC Japan、Software & Servicesのマーケットアナリストである村松大は述べている。