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Using Advertising to Create Demand: The Impact of Technology

Using Advertising to Create Demand: The Impact of Technology
This IDC Market Perspective highlights the rising demand from enterprises for cloud-based communication and collaboration tools, driven by the rising mobility of the workforce, new use cases, shifting attitudes toward voice and messaging, and efforts to raise employee productivity and eventually the customer experience."Demand from enterprises is rising for cloud-based communication and collaboration tools, driven by the rising mobility of the workforce, new use cases, shifting attitudes toward voice and messaging and efforts to raise employee productivity and eventually the customer experience. IDC believes that communication and collaboration apps are becoming increasingly important to enterprises globally, with cloud-based solutions, either as standalone or complementary hybrid solutions, increasingly taking center stage," says Shiv Putcha, contributing analyst, IDC Asia/Pacific.

Please Note: Extended description available upon request.


Executive Snapshot
Situation Overview
The Difference Between Awareness and Demand
Awareness Is Defined as Earning the Right to Sell
Demand Is Defined as the Early Tasks of Selling
The Increasing Desire for Marketing-Created Demand
Activating Advertising with Technology for Use in Demand Campaigns
Creating Demand Within Advertising
The Technology to Make Advertising More Personal and Custom
Artificial Intelligence
Programmatic Advertising
Dynamic Creative Optimization
Blockchain
Advice for the Technology Marketer
First Ask: Do You Really Need More Demand Marketing?
Then Ask: Is Advertising the Right Channel for Demand
If Demand Building via Advertising Is Right, Then Definitely Use Technology
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Synopsis

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