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Copilots, Concierges, and Super Agents: The Coming of Autonomous Marketing for Autonomous Markets in the Intelligent Economy

Gerry Murray — Mon, 15 Apr 2024 04:00:00 GMT

This IDC Market Perspective introduces the concept of AI-powered super agents running on next-gen, AI-powered smartphones. They will enable consumers to programmatically control the way they purchase goods and services as easily as media streaming services. This represents a new model in which both buyers and sellers have intelligence and automation capabilities that will make markets more efficient for both. Markets powered by super agents will monetize transaction commissions, not ad impressions. Some of the expected challenges and opportunities for SaaS providers, ad networks, publishers, influencers, brands, and consumers are presented.

"AI is going to replatform the economy," said Gerry Murray, research director, Enterprise Marketing Technology at IDC. "Super agents running on the next generation of AI-powered smartphones will give consumers the ability to automate much of their shopping and deal discovery. Super agents will function as intermediaries between brands and buyers and will therefore create new challenges and opportunities for martech vendors, ecommerce platforms, ad networks, and marketing practitioners."

Stagwell Aims for 5-7% Organic Growth in 2024, After a Tough 2023

Douglas Hayward — Mon, 15 Apr 2024 04:00:00 GMT

Stagwell posted a calendar 2023 net organic revenue decline of 5.9% to just over $2.1 billion, in contrast to its 14.5% growth in 2022. For Stagwell to meet its ambitious organic growth target of 5-7% in 2024, it will need not just ride an election-driven wave of demand for advocacy services, but it must continue to strengthen its AI-enabled services and become more consolidated and "joined-up" in its design, consulting, and implementation capabilities.

2024 is a Year of Choices for S4 Capital and Media.Monks, After Growth Disappears in 2023

Douglas Hayward — Thu, 11 Apr 2024 04:00:00 GMT

Media.Monks owner S4 Capital posted 2023 revenue down 7.8% in like-for-like terms at £1,012 million (just over $1.2 billion) in 2023, with net revenue excluding direct costs down 4.5% at £873 million (just under $1.1 billion). With its former high growth suddenly gone and no indication of its return in 2024, Media.Monks may have to consider some radical alternatives if it is to return to growth and become a more strategic and more transformational partner to CMOs.

IDC's Worldwide Marketing Taxonomy, 2024

Laurie Buczek, MaryAnn Holder-Browne — Wed, 10 Apr 2024 04:00:00 GMT

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 improve decision-making processes based on standardized resource allocations.

"Using IDC's marketing taxonomy, coupled with benchmarking against IDC's industry-leading technology marketing benchmark database, will enable executives to invest in the right priorities to support marketing's important role of establishing the brand awareness and purpose, generating demand, and finding opportunities for business growth," says Laurie Buczek, program vice president of IDC's CMO Advisory Services practice. "Executives should use this taxonomy guide as a tool to optimize return on their activities and expenses across the marketing functions."

"The IDC marketing taxonomy is the foundation for the IDC tech marketing benchmark program, which provides answers to critical management questions spanning marketing spending, staffing, and investment in programs," says MaryAnn Holder-Browne, research manager of IDC's CMO Advisory Services practice. "It provides valuable up-to-date information on key performance indicators (KPIs) and comparisons against other organizations and sectors, and it supports planning, ongoing peer evaluation, and measurements to improve planning and optimize marketing campaigns and programs."

Organizational Considerations Driven by AI-Enabled Marketing Tech Stacks

Roger Beharry Lall — Wed, 10 Apr 2024 04:00:00 GMT

The IDC Market Perspective explores the impact of AI adoption on marketing teams' structures and the emergence of new roles and opportunities. It discusses how AI technologies are influencing operational efficiency and productivity, with a focus on the marketing technology landscape. The document emphasizes the need for upskilling when considering new positions and staffing and encourages IT, HR, and marketing leaders to partner to facilitate these changes.

"Embracing AI-enabled martech tools can lead to the emergence of new roles and opportunities and foster evolution and innovation. This requires technology buyers, marketing executives, and HR leaders to partner to help their teams adapt," says Roger Beharry Lall, research director, Advertising Technologies and SMB Marketing Applications, IDC.

アクセンチュア Operationsのビジネス動向：テクノロジー駆動による全社変革支援の強化に向け国内体制を拡充

Masaru Muramatsu — Mon, 08 Apr 2024 04:00:00 GMT

本調査レポートは、アクセンチュアの5つのサービスラインのうち、IDC定義のBPO（Business Process Outsourcing）サービスを含む業務オペレーションアウトソーシングサービスを提供するOperationsについて、最新のビジネス動向と成長戦略を考察する。近年、アクセンチュア Operationsでは、顧客の全社変革を、他の複数サービスラインとの協働／連携の下、包括的なBPOサービスの提供によって支援するビジネスが拡大している。

「国内BPOサービス市場では、統合的／複合的なサービス需要が成長を牽引しており、アクセンチュア Operationsの包括的なBPOサービスの提供体制拡大は当該市場の成長要因と整合する。今後のビジネスの成長では、主要産業領域である製造業での調達／購買BPOサービスの拡大は一つの鍵となり、これを統合的なBPOサービスの中に位置づける上で、製造業のデジタル変革を担うIndustry Xとの連携がますます重要となる」とIDC Japan、Software & Servicesのマーケットアナリストである村松大は述べている。

WPP Looks to a Second Successive Year of 1% Growth in 2024

Douglas Hayward — Fri, 05 Apr 2024 04:00:00 GMT

WPP grew its like-for-like net revenue 0.9% to £11,860 million ($14.5 billion) in 2023, mostly driven by growth in media services and content production. For WPP to meet and exceed its modest target of 0–1% like-for-like revenue growth in 2024, it should continue to build out and deploy its AI-enabled "marketing operating system" WPP Open and should consider separating out and aggregating its consulting, experience design, and IT services capabilities to drive greater depth and scale.

神策数据：以客户旅程编排重塑客户体验

Cynthia Li — Thu, 04 Apr 2024 04:00:00 GMT

IDC 厂商概述报告针对市场某细分技术领域的主流供应商进行介绍。本次IDC厂商概述主要评估神策数据（Sensors Data）的解决方案、整体战略发展方向等内容，便于数字化转型企业和投资机构了解其公司的差异化优势，并帮助企业应对数字化客户体验的各类挑战。

IDC Estimates that GenAI Will Increase Marketing Productivity More Than 40% by 2029

Mon, 01 Apr 2024 04:00:00 GMT

New research from IDC shows that applying GenAI to a range of enterprise marketing tasks will result in an estimated productivity increase of more than 40% by 2029.

AI Driven CX Platform: Unlocking Telco B2B and B2C Growth Potential

Khairil Anwar Rahmat, Swathi Arunaa — Fri, 29 Mar 2024 04:00:00 GMT

This Market Perspective document emphasizes the role of customer experience platforms (CEPs) in driving growth for business to business (B2B) telecommunications companies. It discusses the strategic importance of AI and ML in improving operations and customer experience (CX), the challenges faced by comms SPS in managing the customer life cycle, and the potential of generative AI in advancing CX management within the telecommunications B2B sales workflow. The report also concludes with vendor examples and recommendations for tech marketing and sales leaders. "Telcos must innovate across the customer journey, offering personalized services and seamless experiences to foster loyalty. By harnessing the power of AI/ML algorithms, telcos can anticipate customer needs, personalize offerings, and provide proactive support," says Said Khairil Anwar Rahmat, senior research manager, Asia/Pacific Telco Research