target audience: TECH SUPPLIER Publication date: Jun 2024 - Document type: Market Forecast - Doc Document number: # US52100325
Worldwide Marketing Campaign Management Software Forecast, 2024–2028: Dawn of AI Everywhere in Marketing
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Abstract
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 Beharry Lall, research director, Advertising Technologies and SMB Marketing Applications, IDC, highlighting AI's transformative impact. "The MCM industry is experiencing robust growth fueled by ongoing AI innovation, first-party data programs, and digital channel expansion," he continued, emphasizing industry momentum.
"Conversational AI reshapes marketing as the future interface between brands and buyers and between users and applications," added Gerry Murray, research director, Marketing and Sales Technology, IDC, underlining the market's evolution. "As AI permeates every facet of marketing, significant shifts in roles are imminent, and productivity gains will be exponential," he noted, addressing evolving organizational dynamics.
"Despite formidable challenges like economic uncertainty and talent shortages, prioritizing innovation, usability, and economic value is vital for competitiveness," Roger Beharry Lall advised. "The expanding MCM software market offers opportunities for legacy and disruptive suppliers that effectively prioritize user needs and offer practical innovations," he concluded.