target audience: TECH SUPPLIER Publication date: Oct 2023 - Document type: IDC Survey - Doc Document number: # US51300023
Economic Implications for Midmarket Adtech/Martech Suppliers from IDC's Future Enterprise Resiliency and Spending (FERS) Survey, Wave 6
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Abstract
This IDC Survey focuses on midmarket organizations' spending patterns related to customer experience technologies and highlights organizations' perspective related to macroeconomic conditions. In the face of potential challenges heading into 2024, IT and business leaders are looking to marketing, advertising, and customer experience tools to help address their growth mandates.
This document is based on IDC's Future Enterprise Resiliency and Spending (FERS) Survey, Wave 6. Conducted in July 2023 across 18 countries, the survey examines IT spending priorities and digital resiliency strategies amid economic uncertainty. From the overall sample, this document examined data from respondents representing end-user organizations with 500-999 employees.
Despite optimism in the current economic environment, midmarket organizations anticipate stronger headwinds in the near future. Nevertheless, they continue to invest in customer experience technologies, presenting growth opportunities for suppliers that can address midmarket organizations' unique pain points and demonstrate new value.