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IDC PlanScape: Cognitive Marketing — The Next Wave of Transformation in Customer Engagement

IDC PlanScape: Cognitive Marketing — The Next Wave of Transformation in Customer Engagement

This IDC study makes the case that adopting cognitive marketing is an immediate competitive imperative for all marketers. This study describes the profound effects cognitive will have on consumer behavior, briefly explains cognitive computing, describes the impact cognitive will have on marketing and marketers, and identifies the top 10 applications available to marketers right now."Cognitive computing is the bacon flavoring of the IT industry — it is going into everything," said Gerry Murray, research analyst with IDC's CMO Advisory service. "Many people are so used to hearing the promises about cognitive that they are at risk of missing the fact that it is finally here with a vengeance. Cognitive enables marketers to process massive amounts of unstructured external data with structured internal data in real time. As a result, they can deliver greater value to better customers faster — the ultimate competitive advantage."


IDC PlanScape Figure
Executive Summary
Why Is CognItive Marketing Important?
What Is Cognitive Computing?
What Is Cognitive Computing?
What Impact Will Cognitive Have on Marketing?
Who Are the Key Stakeholders?
Consumer Stakeholders
Content Does Not Equal Intent
How Can My Organization Take Advantage of Cognitive Marketing?
Essential Guidance
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