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IDC MarketScape: Worldwide Email Marketing Solutions for B2B Small Businesses 2024 Vendor Assessment

Roger Beharry Lall — Tue, 20 Aug 2024 04:00:00 GMT

This IDC study provides an in-depth analysis of email marketing solutions tailored for small businesses, focusing on cloud-based, user-friendly platforms that offer essential functionalities like drag-and-drop design and basic automation. It emphasizes the importance of selecting vendors with proven track records in the small business segment, highlighting the need for technology that supports scalability and efficiency without overwhelming complexity. This document advises small businesses to carefully assess their marketing needs, prioritize support and scalability, and consider the total cost of ownership when selecting an email marketing solution. Through stringent vendor evaluation criteria, it aims to assist small businesses in making informed decisions to leverage email marketing technologies effectively for growth and customer engagement.

"Small business navigating 14,000 martech vendors to find the right email marketing solution hinges on discernment. Key factors include a vendor's proven track record, essential features, future vision, and increasingly go-to-market considerations like customer support and community engagement," says Roger Beharry Lall, research director, Advertising Technologies and SMB Marketing Applications at IDC.

Forma.ai Takes on the Psychology of Sales Incentives at NUDGE 2024

Michelle Morgan — Thu, 15 Aug 2024 04:00:00 GMT

This IDC Market Note highlights key moments from Forma.ai's NUDGE 2024 summit. The event highlighted strategies for optimizing sales incentives, including the integration of AI to tailor compensation to individual behaviors and motivations, aiming to enhance sales outcomes and address the challenges of motivating a diverse sales force in a dynamic market environment.

Market Analysis Perspective: Worldwide Sales Force Productivity and Performance Management, 2024

Michelle Morgan — Thu, 15 Aug 2024 04:00:00 GMT

This IDC Market Analysis Perspective presents an overview of the market for sales force productivity and management software, the competitive landscape, buyer perspectives, a future view of the market, and advice for technology suppliers.

IDC首次发布2024年中国全渠道营销平台B2C解决方案供应商评估报告

Sun, 11 Aug 2024 04:00:00 GMT

北京，2024年8月12日——营销人员最重要的能力之一是管理整个客户生命周期的旅程。借助跨渠道营销平台，企业和组织能够将市场营销中不同渠道的信息进行整合、分类，将用户数据用于个性化沟通并协调与客户互动，以达到营销目的。以B2C为业务重点的企业，需要整合复杂的买家旅程编排功能、强大的规范化工具，以及从单个客户扩展到整个细分市场和行业的个性化拓展。集中全域数据来实现数字化营销，构建自主可控的私域流量体系成为众多B2C企业的营销数字化转型的首要步骤。

What Google's Newest Approach to Cookie Deprecation Means for Advertisers

Roger Beharry Lall — Tue, 06 Aug 2024 04:00:00 GMT

This IDC Perspective discusses Google's newest approach to the deprecation of cookies. Google's recent decision to shift focus from deprecating third-party cookies to empowering user choice marks a significant turning point in the industry. After years of development and facing industry and regulatory pushback, Google has opted for a user-centric approach. Contrary to the popular view of this as a delay tactic, it may either change nothing or, in fact, accelerate the decline of third-party cookies as users choose to disable them en masse. Interestingly, this shift strategically positions Google to avoid antitrust scrutiny by relinquishing control over cookie usage.

While the industry grapples with the implications of this change, it's clear that a cookieless future is rapidly approaching, demanding innovative solutions and a renewed focus on first-party data and creative (privacy-respecting) use of third-party intelligence.

"Google's latest approach to cookie depreciation will do little to delay, and may in fact advance, the cookiepocalypse timeline. Google's decision to pass the privacy buck to consumers seems an attempt to maintain the company's advertising dominance while appearing to prioritize user rights." — Roger Beharry Lall, research director, Advertising Technologies and SMB Marketing Applications at IDC

IDC：IT投资回报分析——“三板斧”助力企业科技投资驱动增长

Mon, 05 Aug 2024 04:00:00 GMT

IDC认为，衡量技术投资转化，既包括运营提效、提高客户体验等定性因素，也包括业务增长、成本控制等定量因素。其中，定性因素多来源于公司战略，即“得资源”；定量指标则是CIO在企业内信用能力的体现，即“要资源”。对于CIO，技术落实固然重要，但衡量技术投资更为重要。

实现GenAI投资回报率

Ananda Chakravarty — Mon, 05 Aug 2024 04:00:00 GMT

本IDC看法旨在分析在当今的业务环境下如何从ROI视角思考GenAI，但不会对GenAI的ROI进行具体定义。GenAI引起了各行各业和各类市场的广泛关注。但是，企业高管们对GenAI研究后发现，它并不完全符合以往的商业模式。企业的通用跟踪指标是ROI。但是，如何将ROI应用到拥有数百个场景的技术中呢？GenAI是一项变革行业的基础性技术，将成为每个企业的一部分。要进一步研究GenAI的ROI及其正在颠覆行业的特性和随之而来的挑战。

IDC Retail Insights研究副总裁Ananda Chakravarty表示："ROI是企业的一项基本指标，但就GenAI而言，企业高管们因为缺乏长远考虑，仍在为这一比率中的成本焦虑。高管们需要有变革思维，而不是渐进思维，才能了解GenAI将把他们带向何方。"

Worldwide and U.S. Customer Experience Services Forecast, 2024–2028

Douglas Hayward — Wed, 31 Jul 2024 04:00:00 GMT

This IDC study provides an analysis of the worldwide customer experience (CX) services market for the 2024–2028 forecast period.

"Great marketing, sales, and design services are more important than ever to enterprises and public bodies at a time of demographic, political, technological, and social and economic upheaval," said Douglas Hayward, research director, customer experience services at IDC. "But for technology, consulting, design, marketing, advertising, and media services to create maximum value for client organizations, CX suppliers must offer seamless end-to-end service delivered by truly multidisciplinary teams that are laser focused on creating measurable value for their clients. In marketing as in professional services, it's too easy to embrace the newest fad and lose sight of ground-level reality. Great CX services providers take their clients into the future by keeping them focused on business value."

CRM for Industrial Manufacturing

Mark Casidsid, Stefanie Naujoks — Tue, 30 Jul 2024 04:00:00 GMT

This IDC Market Perspective outlines key trends in the adoption of customer relationship management (CRM) applications in the manufacturing industry. It highlights the benefits of CRM and provides insights for technology providers on how to enable manufacturers in successful CRM implementations.

"With CRM capabilities increasingly becoming standardized, technology vendors must demonstrate clear value propositions that differentiate their CRM offerings for manufacturers, addressing their unique challenges around data integration, complex sales cycles, and evolving business models," said Mark Casidsid, senior research analyst, IDC Manufacturing Insights. "Building robust data foundations is essential to unlock the value of customer data and drive product and service innovations."

CX Buyers Expect Disruptive Levels of Productivity Impact from GenAI in Less than 18 Months

Gerry Murray — Tue, 30 Jul 2024 04:00:00 GMT

This IDC Tech Buyer Survey Spotlight result comes from IDC's inaugural CXPath Survey of 2,230 companies around the world. The results show that buyers of customer experience (CX) technologies expect GenAI to have a massively disruptive impact on their organizations in less than 18 months. This means CMOs need to prepare their teams for profound changes in roles and skills and CX vendors need to build performance metrics into their solutions to prove they live up to or outperform expectations.