IDC's Worldwide Marketing Taxonomy, 2023

IDC's Worldwide Marketing Taxonomy

• Figure: Marketing Primary Segments

Marketing Taxonomy Changes for 2023

• Marketing Staff: Significant Updates

• Marketing Programs: Significant Updates

Taxonomy Overview

• Marketing Staff Expense: What's In? What's Out?

• Staff Focus: Corporate (Global), Business Unit (Product Line), and Regional Marketing

• Corporate (Global) Marketing Focus

• Business Unit Marketing Focus

• Regional Marketing Focus

• Marketing Program Expense Overview

Definitions

• Marketing Staff Taxonomy

• Advertising

• Analyst Relations

• Business Development Reps

• Campaign Management

• Content Marketing

• Creative and Brand Services

• Direct Marketing

• Event Marketing

• Executives

• Field Marketing and Sales Enablement

• Industry and Audience Marketing

• Intelligence

• Customer Intelligence

• Competitive Intelligence

• Market Intelligence

• Excluded from All Intelligence Categories

• Loyalty, Advocacy, and Customer Marketing

• Marketing Operations

• Marketing Technology

• Partner Marketing

• Product and Solution Marketing

• Public and Media Relations

• Social Marketing

• Website

• Other Marketing Staff

• Marketing Program Taxonomy

• Advertising (Digital and Non-Digital)

• Corporate Sponsorship

• Mobile Advertising

• Online (Desktop) Advertising

• Out of Home

• Print

• Search (Search Engine Marketing [SEM])

• Social

• Television and Radio

• Analyst Relations

• Corporate Brand Identity Development, Maintenance, and Governance

• Content Marketing

• Digital Content

• Print Content

• Translation and Localization

• Content Syndication

• Direct Marketing

• Direct Mail (Print)

• Email Marketing

• Business Development, Market Development, and Telemarketing Services

• SMS, Text Messages, and Mobile Marketing

• Events

• Conferences and Trade Shows

• Customer/Prospect Events

• Industry Events

• Partner Events

• Intelligence

• Customer Intelligence and Analytics

• Competitive Intelligence and Analytics

• Market Intelligence and Analytics

• Loyalty, Advocacy, and Customer Programs

• Market Development Funds and Co-Op Marketing Funds

• Marketing Technology

• Software and Tools for Content Production and Management

• Software and Tools for Data Management and Analytics

• Software and Tools for Management and Administration

• Software and Tools for Managing Promotions, Engagement, and Conversion

• Public Relations

• Agency Fees and In-House Expense

• Sales and Partner Enablement

• Direct Sales Channels: Sales and Partner Enablement, Support, Tools, and Training

• Indirect Channel Partners: Sales and Partner Enablement, Support, Tools, and Training

• Alliance Partners and Influencers: Sales and Partner Enablement, Support, Tools, and Training

• Social Marketing

• Website Content and Services

• Company Websites

• Mobile Web and Apps

• Search Engine Optimization

• Other Marketing Programs

Learn More

• Methodology

• Activity-Based Accounting Methodology

• Selling, General, and Administrative Expenses

• Synopsis