IDC expects the global market for enterprise marketing software to soar to $32.3 billion by 2018 — a jump of more than 50 percent. The current state holds market share at $20.2 billion so far in 2014. This jump won’t come easy. It will require a delicate balance of technology, creative talent and IT services for the market to reach its potential. IDC breaks that market down into four broad categories: Interaction Systems, Content Production and Management, Data and Analytics and Management and Administration. Also, on the rise are “marketing-as-a-service” (MaaS) offerings where agencies and other marketing service providers run the software on behalf of their clients, as part of a larger bundle of services.
Meanwhile, the advertising world is swimming amongst a tremendous number of cataclysmic disruptions, such as: print and TV advertising isn’t what it used to be […]