This IDC study provides an analysis of vendor performance in the marketing applications software market for 1H17.
"The marketing applications market continues to grow in both size and diversity," stated Gerry Murray, research director of IDC's Marketing and Sales Technology service. "Market share drivers are shifting from application functionality to customer experience orchestration capabilities. Vendors must differentiate how their solutions enable brands to offer continuity of service across all customer-facing functions and raise customer expectations of value delivery while doing so. This will require new approaches to solution architectures and new approaches to using data for the customer's benefit."