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IDC's Worldwide Marketing Taxonomy, 2018

IDC's Worldwide Marketing Taxonomy, 2018

This IDC study is a reference guide for budget management and cost control. It can serve as the foundation for marketing and finance executives to better demonstrate fiscal management capabilities to C-level executives and to improve decision-making processes based on standardized resource allocations."Using IDC's marketing taxonomy, coupled with benchmarking against IDC's industry-leading technology marketing benchmarks database, will enable executives to advance their investment management capabilities," says Kathleen Schaub, program vice president of IDC's CMO Advisory and Customer Experience practices. "Executives should use this taxonomy guide as a tool to optimize return on their activities and expenses across the marketing functions."


IDC's Worldwide Marketing Taxonomy
Marketing Taxonomy Changes for 2018
Marketing Staff: Significant Updates
Marketing Programs 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
Campaign Management
Campaign Definition
Content Marketing
Creative and Brand Services
Direct Marketing and Nonquota-Carrying Business Development Reps
Event Marketing
Executive
Field Marketing
Industry, Audience, and Account-Based Marketing
Intelligence
Customer Intelligence and Analytics
Competitive Intelligence and Analytics
Market Intelligence and Analytics
Loyalty, Advocacy, and Customer Marketing
Marketing Operations
Marketing Technology
Partner Marketing
Product Marketing
Public Relations
Sales Enablement
Social Marketing
Solution 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 (SEM)
Social
Television and Radio
Analyst Relations
Corporate Brand Identity: Development, Maintenance, and Governance
Content Marketing
Content Syndication
Digital Content
Print Content
Translation and Localization
Direct Marketing
Direct Mail (Print)
Email and RSS Marketing
Business Development, Market Development, and Telemarketing Services
SMS and Text Messages
Events
Conferences and Trade Shows
Customer/Prospect Events
Industry Events
Partner Events
Digital (Virtual) Events
Intelligence
Customer Intelligence and Analytics
Competitive Intelligence and Analytics
Market Intelligence and Analytics
Loyalty and Advocacy Programs
Market Development Funds and Co-Op Marketing Funds
Marketing Technology
Content Production and Management Software and Tools
Data and Analytics Software and Tools
Marketing Management and Administration Software and Tools
Systems for Managing Interactions Software and Tools
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
Use of Marketing Technology Applications and Master Data Management to Improve Activity-Based Accounting Practices
Related Research
Synopsis

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