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C2G: IDC Playbook for Tech Sales Leaders: Unlocking Growth — A Guide to AIOps and Observability Technologies Expansion Strategies for China Vendors in Asia/Pacific

Dhiraj Pramod Badgujar, Daniel-Zoe Jimenez — Fri, 28 Jun 2024 04:00:00 GMT

This IDC Playbook for Tech Sales Leaders provides a comprehensive current state view of the Asia/Pacific AI operations (AIOps) and observability market, along with insights on trends, adoption in the region, current challenges, and guidance for account strategies.

The report explores the current market landscape, identification of growth opportunities, competitive insights, technology buyer insights, case studies and strategic recommendations tailored for China-based companies. Using these insights, tech sales leaders can efficiently navigate the Asia/Pacific market landscape, improve their sales strategies, and capitalize on the growing need for advanced IT operations and monitoring software solutions in the region (especially Southeast Asia).

How Can Marketers Leverage the Next Era of X-O Applications

Lavanya Jindal, MaryAnn Holder-Browne — Fri, 28 Jun 2024 04:00:00 GMT

This IDC Perspective delves into what is an experience-orchestrated business (X-OB), what is the value proposition for marketers, and how they can leverage X-O applications as a competitive differentiator.

"Marketers should seize the opportunity to lead in the era of intelligent experience orchestration powered by GenAI. They should strategically evaluate how they can maximize value from GenAI use cases, leverage this X-OB model, and what pillars they need to strengthen before that," says Lavanya Jindal, senior research analyst, CX, Martech, and Value Streams at IDC Asia/Pacific.

IDC PlanScape: CPaaS to Optimize Marketing

Melissa Holtz-Fremeijer — Fri, 28 Jun 2024 04:00:00 GMT

In essence, businesses must be quick to respond to potential buyers and smart in how they address their target audiences and how they keep them as satisfied and loyal customers. This calls for technology that is also easy to implement and scale (especially in cases of seasonal requirements) as well as affordable. These are features that belong to cloud-enabled communication services and solutions, also referred to as CPaaS.

This IDC PlanScape highlights that CPaaS is a customizable, scalable, and affordable technology, making it an attractive solution for marketing purposes ranging from promotions, news, new product rollouts, and other related business areas (sales, inventory, logistics, customer relations management, contact center, customer services, etc). It advises organizations on how to leverage CPaaS and what steps they need to take to deploy CPaaS to its full potential for marketing (and sales) executives and related customer-focusing departmental roles such as customer success management. The report also identifies a broad spectrum of stakeholders — IT departments, C-suite executives, other business roles, and (in-house/externally sourced) developers — all of whom play pivotal roles in influencing CPaaS investment decisions.

"CPaaS is increasingly deployed by organizations of all sizes to improve their marketing activities and related customer-focusing processes, making engagement with prospects and existing customers smart and personal, which contributes to more interactions, conversions, business growth, and a brand that drives loyal customers," said Melissa Holtz-Fremeijer, senior research manager, IDC Europe Infrastructure and Communications.

Voice of the Customer — A Look at Metrics and KPIs

Lou Reinemann — Fri, 28 Jun 2024 04:00:00 GMT

This IDC Perspective provides insights into selection and application of metrics for a VOC program. Voice of the customer programs are evolving beyond traditional surveys to include indirect and inferred feedback, utilizing a variety of metrics like CSAT, NPS, and CES to gauge customer experiences and the performance of products and services provided by an organization. Challenges include selecting the right metrics and ensuring they are valid and accurate in the context of the particular business. The integration of VOC data across business operations and the use of AI are highlighted as means to enhance customer insights and business outcomes, with a focus on maintaining customer perspective and value parity in feedback engagement.

"Embracing VOC metrics transforms customer insights into actionable strategies, driving unparalleled business outcomes and customer experiences," says Lou Reinemann, research director, Voice of the Customer and Customer Success at IDC.

Worldwide Marketing Campaign Management Market Shares, 2023: Dawn of AI Everywhere in Marketing

Gerry Murray, Roger Beharry Lall — Fri, 28 Jun 2024 04:00:00 GMT

This IDC study discusses worldwide marketing campaign management market shares for 2023.

"Conversational AI is the future interface between brands and buyers," said Gerry Murray, research director, Marketing Automation Technology research service at IDC. "By the end of 2024, all martech solutions will feature conversational or prompt-based user interfaces with capabilities for automating complex projects, processes, and campaigns. Infinite content production and the submergence of search-based commerce present serious disruption for commerce platforms, brands, and agencies. In addition, AI autonomous buying will emerge in 2025 and present new challenges for marketers in terms of not only influencing how humans coach their AI agents but also how AI agents can be influenced to coach humans about brand and product preferences. That will require innovative marketing practices."

Worldwide Marketing Campaign Management Software Forecast, 2024–2028: Dawn of AI Everywhere in Marketing

Roger Beharry Lall, Gerry Murray — Fri, 28 Jun 2024 04:00:00 GMT

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.

Characteristics and Strategies of Digital Businesses Deploying GenAI, 2024

Craig Powers — Thu, 27 Jun 2024 04:00:00 GMT

This IDC Market presentation examines data from IDC's Digital Business Scorecard assessment, focusing on companies that have adopted GenAI. GenAI has been a disruptive force in the enterprise technology market since ChatGPT was launched, and many companies have been exploring how they can utilize the technology to support digital business. Some have jumped at the chance and are already utilizing GenAI within their organizations in a meaningful way. We look at the profiles of those companies — which industries are seeing higher adoption, how company size might impact adoption, and how successful those adopters are as digital businesses.

We'll also look at the broader digital business strategies associated with digital business — how do early adopters approach technology investments, how do they view their data, and how centralized is their innovation? We provide one case study of an early GenAI adopter while offering takeaways and recommendations for technology vendors supporting digital business.

IDC PlanScape: Hyper-Personalized Loyalty in Hospitality and Travel

Dorothy Creamer — Thu, 27 Jun 2024 04:00:00 GMT

This IDC PlanScape addresses how loyalty solutions must hinge upon hyper-personalization, leveraging omni-channel strategies along with guest data platforms, real-time analytics, and AI to ensure that every opportunity for guest engagement is contextualized. Contextualization is key to presenting guests and travelers with targeted messaging and calls to action that are more likely to resonate because they are delivered to the right person, at the right time, and in the right method.

"For modern loyalty strategies to be successful, they require a combination of science and a little bit of magic, and that real-world alchemy is hyper-personalization," says Dorothy Creamer, senior research manager, Hospitality and Travel Digital Strategies, IDC. "The value in loyalty programs will only be realized when guests not only feel recognized and rewarded, but when they are influenced to take specific actions that operators want or need them to and benefit the brand."

IDC Playbook Tech Marketing Leaders: Maximizing Business Potential through Generative AI — Leveraging Generative AI for Maximum Impact

Neha Gupta — Thu, 27 Jun 2024 04:00:00 GMT

This IDC Playbook for Tech Marketing Leaders highlights how India enterprises can maximize their business potential through generative AI (GenAI). It provides the current state view of a market, insight into the impact of future trends, and guidance for marketing strategies. Tech marketing can use this information when seeking clarity about client buying criteria and the impact of market trends. It offers insights based on customer IT spending patterns, competitive insights of the top vendors, market insights on the current and future trends and the top market drivers and inhibitors, and sourcing practices and plans. Most importantly, this document aims to equip tech marketing leaders with essential guidance in identifying opportunities in the market.

IDC MarketScape: Worldwide Retail Loyalty Software Providers 2024 Vendor Assessment

Ornella Urso, Sofia Poggi, Cristiano Quattrini — Fri, 21 Jun 2024 04:00:00 GMT

The IDC MarketScape evaluates leading software providers by quantitatively and qualitatively assessing their capabilities and strategies regarding their loyalty offerings for retail businesses. With an emphasis on personalized and contextualized experiences, this report provides a worldwide perspective on the way retailers can leverage AI to enhance loyalty programs and integrate loyalty as a core component of the overall retail customer experience (CX). It also discusses the challenges of data management and the complexity of technology stacks, while profiling key technology partners in the loyalty space.

"As the retail landscape evolves, loyalty is paramount for measuring customer lifetime value and increase retention. The shift toward empathetic customer-brand relationships highlights the growing importance of CX investments in loyalty applications and technologies among retailers," said Ornella Urso, research director, IDC Retail Insights. "Loyalty software providers play a key role in fostering collaboration within and across retail organizations, by unlocking the value of loyalty — such as moving from transactional to experiential rewards — through AI and GenAI as well as improving data accuracy and visibility."