Table of Contents

IDC's Worldwide Marketing Taxonomy

Figure: Marketing Primary Segments

Marketing Taxonomy Changes for 2020

Significant Updates

Taxonomy Overview

Marketing Staff Expenses: What's In? What's Out?

Staff Focus: Corporate (Global), Business Unit (Product Line), and Regional Marketing

Corporate Marketing Focus

Business Unit Marketing Focus

Regional Marketing Focus

Marketing Program Expense Overview

Definitions

Marketing Staff Taxonomy

Advertising

Analyst Relations

Business Development Reps

Campaign Management

Content Marketing

Creative and Brand Services

Direct Marketing

Event Marketing

Executives

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 and Solution Marketing

Public and Media Relations

Sales Enablement

Social Marketing

Website

Other Marketing Staff

Marketing Program Taxonomy

Advertising (Digital and Nondigital)

Corporate Sponsorship

Mobile Advertising

Online (Desktop) Advertising

Out of Home

Print

Search (SEM)

Social

Television and Radio

Additional Notes on the Advertising Category

Analyst Relations

Corporate Brand Identity: Development, Maintenance, and Governance

Content Marketing

Digital Content

Print Content

Translation and Localization

Content Syndication

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

Other Digital (Virtual) Events

Intelligence

Customer Intelligence and Analytics

Competitive Intelligence and Analytics

Market Intelligence and Analytics

Loyalty, Advocacy, and Customer Programs

Market Development Funds and Co-Op Marketing Funds

Marketing Technology

Software and Tools for Content Production and Management

Software and Tools for Data Management and Analytics

Software and Tools for Management and Administration

Software and Tools for Managing Interactions

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

Synopsis

Content


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