Category: Marketing & Market Research
Marketing & Market Research market research reports by IDC
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Speak Smarter, Connect Better: Generational Strategies for Modern Marketing and Consumer Communication
This IDC Market Perspective draws on findings from our Consumer Brand Sentiment Survey to examine generational differences in platform engagement and brand sentiment. The Social Security Administration's potential move to X underscores a broader marketing fact: your message is only as strong as your ... Read More
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Unifying Creativity and Productivity: Key Takeaways from Canva Create 2025
This IDC Market Note presents key highlights from Canva Create 2025. The event showcased Canva's evolution from a design tool to an enterprise-ready productivity platform, integrating design, data, AI, and interactive content. Key launches included Visual Suite 2.0, Canva Sheets, and AI-driven tools ... Read More
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IDC MaturityScape Benchmark: AI-Fueled Media and Entertainment Worldwide, 2025
This IDC study presents the results of IDC’s 2025 AI-Fueled Organization MaturityScape Benchmark Survey to help guide organizations on their AI maturity journey.“Leading organizations in the media industry start their AI journeys by establishing an effective strategy initially focused on people’s re ... Read More
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Marketing Investment Planner 2025 Executive Summary
This IDC Perspective examines IDC’s 2025 Tech Marketing Spending Benchmark Survey, which provides evidence-based quantitative insight for marketing planning, performance, and productivity management and transformation into the next era’s marketing powerhouse. “As AI rapidly reshapes the marketing la ... Read More
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Endpoint Protection Marketing: An Exercise in Signal Processing
The IDC Market Perspective discusses the endpoint protection market that is highly competitive and noisy, making it challenging for buyers to assess technology based on cost and complexity. IDC highlights the importance of clear, unique messaging to stand out. Vendors should focus on value propositi ... Read More
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Digital Advertising Market Review, 2025
This IDC Perspective on the digital advertising market provides a comprehensive analysis of digital advertising spend. It highlights the rapid growth of mobile in-app, connected television (CTV), and digital out-of-home (DOOH) advertising, driven by technological advancements like AI. IDC's custom s ... Read More
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Free Ad-Supported Streaming Television Update and Impact in 2025
SynopsisThis IDC Perspective discusses the significant growth of the free ad-supported streaming television (FAST) market, driven by factors such as the rise of connected devices, high-quality content, advancements in ad targeting, and the trend of cord-cutting. It also highlights the impact of FAST ... Read More
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Sprinklr '25 Winter SQuAD: Finding a Firm Footing for Growth with a Refreshed Strategy and Continued Investments for an Intelligent Core
This IDC Market Note discusses Sprinklr's quarterly analyst digest held on January 30, 2025. This was the first time, newly appointed CEO, Rory Read, addressed the analyst community and laid out his plans for a refreshed growth strategy. The company has set itself an ambitious growth plan and Read's ... Read More
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USPS Looks to Drive Direct Mail Value and ROI with 2025 Promotions
This IDC Market Note discusses a range of promotions and incentives introduced by the United States Postal Service (USPS) designed to encourage direct mail marketing. Covering a wide range of capabilities and use cases, these programs are designed to help mailers increase the effectiveness of direct ... Read More
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Salesforce's Generative AI Strategy: Revolutionizing CX, Sales, and Marketing with AI-Driven Insights and Personalization
Salesforce's Generative AI Strategy: Revolutionizing CX, Sales, and Marketing with AI-Driven Insights and Personalization This IDC Vendor Profile is one of a series of eight profiles looking at the strategies of major Europe-focused enterprise application vendors in the generative AI space. This pro ... Read More
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Media
Media Brief Excerpt from Industry Overview Chapter: Companies in this industry produce, process, or distribute information and entertainment content. US-based media conglomerates include Disney, Paramount, and Xfinity (owner of NBCUniversal) all of which have a global sphere of influence. Major comp ... Read More
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IDC FutureScape: Worldwide Chief Marketing Officer 2025 Predictions
IDC FutureScape: Worldwide Chief Marketing Officer 2025 Predictions This IDC study provides IDC’s top 10 predictions for the chief marketing officer for 2025 and beyond.“Marketing’s future is represented by AI-fueled transformation. We only see the tip of the iceberg today, and lying underneath is ... Read More
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IDC FutureScape: Worldwide Future Consumer 2025 Predictions
IDC FutureScape: Worldwide Future Consumer 2025 Predictions This IDC study contains IDC's top 10 future consumer predictions for 2025–2030. "The consumer market remains vibrant as established digital services, such as video and social media, continue to reshape the landscape and emerging and evolvi ... Read More
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INBOUND 2024: HubSpot’s Vision to Make Customer Management Easy, Fast, and Unified
INBOUND 2024: HubSpot’s Vision to Make Customer Management Easy, Fast, and Unified This IDC Market Note explores how HubSpot’s vision seeks to address the pressing challenges facing go-to-market teams and usher in a new era of inbound marketing. At INBOUND 2024, HubSpot CEO Yamini Rangan highlighted ... Read More
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What Google's Newest Approach to Cookie Deprecation Means for Advertisers
What Google's Newest Approach to Cookie Deprecation Means for Advertisers 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 ... Read More
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Worldwide Project and Portfolio Management Software Market Shares, 2023: Strategic Planning, Adaptive Collaboration, and Evolving GenAI Drive Growth
Worldwide Project and Portfolio Management Software Market Shares, 2023: Strategic Planning, Adaptive Collaboration, and Evolving GenAI Drive Growth This IDC study provides 2023 market share for the worldwide project and portfolio management software market, which grew 13.3% to $6.5 billion in 2023 ... Read More
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Worldwide Marketing Campaign Management Software Forecast, 2024–2028: Dawn of AI Everywhere in Marketing
Worldwide Marketing Campaign Management Software Forecast, 2024–2028: Dawn of AI Everywhere in Marketing This IDC study presents a five-year forecast for the worldwide marketing campaign management software market."Expect a paradigm shift with AI at the helm," remarked IDC industry analyst Roger Beh ... Read More
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IDC PlanScape: CPaaS to Optimize Marketing
IDC PlanScape: CPaaS to Optimize Marketing In essence, businesses must be quick to respond to potential buyers and smart in how they address their target audiences and how they keep them as satisfied and loyal customers. This calls for technology that is also easy to implement and scale (especially ... Read More
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Voice of the Customer — A Look at Metrics and KPIs
Voice of the Customer — A Look at Metrics and KPIs This IDC Perspective provides insights into selection and application of metrics for a VOC program. Voice of the customer programs are evolving beyond traditional surveys to include indirect and inferred feedback, utilizing a variety of metrics like ... Read More
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Roku Exchange Unlocks Access to Roku's Audience and Premium Media
Roku Exchange Unlocks Access to Roku's Audience and Premium Media This IDC Market Note discusses Roku Exchange, a new advertising technology solution designed for TV streaming. This document also discusses the range of benefits that it offers media companies and brands and advertising agencies. As p ... Read More
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Worldwide Marketing Campaign Management Market Shares, 2023: Dawn of AI Everywhere in Marketing
Worldwide Marketing Campaign Management Market Shares, 2023: Dawn of AI Everywhere in Marketing This IDC study discusses worldwide marketing campaign management market shares for 2023."Conversational AI is the future interface between brands and buyers," said Gerry Murray, research director, Market ... Read More
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IDC PlanScape: Hyper-Personalized Loyalty in Hospitality and Travel
IDC PlanScape: Hyper-Personalized Loyalty in Hospitality and Travel This IDC PlanScape addresses how loyalty solutions must hinge upon hyper-personalization, leveraging omni-channel strategies along with guest data platforms, real-time analytics, and AI to ensure that every opportunity for guest en ... Read More
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The Shoptalk Bridge for Retail Technology 2024
The Shoptalk Bridge for Retail Technology 2024 This IDC Market Note discusses the Shoptalk 2024 event held in Mandalay Bay, Las Vegas, and the key takeaways from the event. The primary Shoptalk event each year drives tens of thousands of retailers, vendors, and adjacent professionals to a specific l ... Read More
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Expanding Marketing Promotions Across the "4-O Matrix"
Expanding Marketing Promotions Across the "4-O Matrix" This IDC Market Perspective discusses the necessity for marketers, especially in the B2B and SMB sectors, to evolve beyond traditional email-centric strategies by adopting the 4-O marketing matrix. While the traditional 4 Ps of marketing have lo ... Read More
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Consumers as Corporate IT Buyers and Technology Decision-Makers: Appreciate the Millennials, Prepare for Gen Z
Consumers as Corporate IT Buyers and Technology Decision-Makers: Appreciate the Millennials, Prepare for Gen Z This IDC Market Perspective looks at characteristics of millennial consumers in light of increased millennial presence among corporate IT buyers and technology decision-makers. "There are o ... Read More
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