target audience: TECH BUYER  Publication date: Jan 2024 - Document type: IDC Innovators - Doc  Document number: # US50879224

IDC Innovators: Marketing Incentive Management Applications, 2024

By:  Roger Beharry Lall Loading


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IDC Innovators are emerging vendors with revenue under $100 million that have demonstrated either a groundbreaking business model or an innovative new technology — or both. This document outlines the marketing incentive management (MIM) applications category and explores its growing importance for effectively engaging stakeholders and breaking through media clutter. These applications help manage the meaningful distribution of promotional rewards, samples, gifts, and other incentives throughout the customer journey and address such complexities as logistics, inventory management, data integration, and contact management.

The document highlights the emergence of dedicated tools for incentive management across multiple use cases and provides a working definition of the nascent category. Further, the document highlights key innovators emerging in the industry including Alyce, Loop & Tie, and SoPost, discussing their unique approaches, key differentiators, and challenges.

"Relationships matter, and marketing incentive management applications help marketers forge impactful relationships amid media noise. These applications elevate gifting, sampling, and other incentive programs to a precise science, which utilizes data, martech integration, and AI to craft resonating experiences. The innovators in this nascent category highlight the transformative potential of MIM applications and highlight the significant opportunity for modern marketing organizations to disrupt outmoded practices." — Roger Beharry Lall, research director, Advertising Technologies and SMB Marketing Applications, IDC


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