target audience: TECH BUYER Publication date: Aug 2023 - Document type: IDC MarketScape - Doc Document number: # US49727423
IDC MarketScape: Worldwide Omni-Channel Marketing Platforms for B2C Enterprises 2023 Vendor Assessment
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Abstract
This IDC study showcases the most effective omni-channel platforms that help B2C brands optimize customer engagement across channels based on buying stage, personal preferences, and transaction nature throughout the customer journey. Marketers should leverage this study as a starting point for short-listing vendors (or introducing new considerations) but should test individual solutions based on their specific use case requirements.
"After decades of radical changes in brand-buyer behavior brought on by the internet, smartphones, and the COVID-19 pandemic, the dawn of generative AI (GenAI) may be the biggest inflection point yet. A new era beckons in which personalized customer journeys will be guided by GenAI agents. The data and analytics demands of generative AI imply that marketing infrastructure will increasingly define brand equity in the mind of consumers. That requires martech architectures based on platforms that are equally effective at personalizing single interactions and life-cycle journeys," said Gerry Murray, research director of IDC's Enterprise Marketing Technology service.