target audience: TECH BUYER Publication date: Dec 2023 - Document type: IDC MarketScape - Doc Document number: # US51397323
IDC MarketScape: Worldwide Omni-Channel Marketing Platforms for Midmarket B2C Organizations 2023 Vendor Assessment
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Abstract
This IDC MarketScape aims to showcase the most effective omni-channel platforms that help brands to optimize engagement mediums based on buying stage, personal preferences, and transaction nature throughout the customer journey.
Midmarket B2C marketers (organizations with 100–1,000 employees) face distinct challenges. Addressing the relentless drive for growth, they transition from haphazard campaigns to robust marketing programs, investing in martech tools despite a lack of marketing operations resources and the need to drive increasing personalization while managing greater regulatory pressures. Success for these organizations hinges on deploying robust B2C-specific tools to support buyer journey orchestration, advanced segmentation, and data-driven automation.
The document emphasizes the importance of considering not only a vendor’s functional capabilities but also their overall strategy, including data orientation, AI road map, and composability and (of increasing importance to this segment) their go-to-market skills and programs thereof.
Marketers should leverage this study as a starting point for short-listing vendors (or introducing new considerations) but should also test individual solutions based on their specific use case requirements.
“In the world of B2C marketing, midmarket companies are unsung heroes, navigating a dynamic landscape with limited resources, embracing innovation, and striving to balance growth with ever-increasing regulatory demands. Their journey from one-size-fits-all campaigns to sophisticated marketing programs prepares them for the end goal of becoming data-driven, customer-centric enterprises in the future,” said Roger Beharry Lall, research director, Advertising Technologies and SMB Marketing Applications.