target audience: TECH BUYER Publication date: Sep 2023 - Document type: IDC MarketScape - Doc Document number: # US51147323
IDC MarketScape: Worldwide Omni-Channel Marketing Platforms for SMB Organizations 2023 Vendor Assessment
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Abstract
This IDC study aims to showcase the most effective omni-channel platforms that help brands optimize engagement mediums based on buying stage, personal preferences, and transaction nature throughout the customer journey. In the dynamic world of content marketing, the demand for personalized communications across various channels has intensified. To meet these expectations, martech vendors have introduced omni-channel solutions that include advanced functionality like real-time orchestration, comprehensive integrations, AI-powered segmentation, data-triggered actions, and more.
The document emphasizes the importance of considering not only a vendor's functional capabilities but also its overall strategy, including data orientation, AI road map, and composability. Marketers should leverage this document as a starting point for short-listing vendors (or introducing new considerations) but should test individual solutions based on their specific use case requirements.
"Marketing in the small and medium-sized business (SMB) segment has evolved well beyond simple batch-and-blast emails. As the curtains draw on traditional approaches, the stage is set for strategic, omni-channel engagement that resonates with discerning modern audience. SMBs need to partner with vendors that deliver journey orchestration and discovery, advanced segmentation, and personalization, across multiple channels, to meet the needs of modern prospects," said Roger Beharry Lall, research director, Advertising Technologies and SMB Marketing Applications at IDC.