Worldwide SMB Marketing Campaign Management Software Forecast, 2022-2026: Dawn of the Growth Segment

This IDC study presents a worldwide five-year forecast and shows continued growth in demand for marketing applications that support the unique needs of SMB organizations."Today, SMB organizations have complex and mature marketing needs. To be successful, providers must deliver powerful, enterprise-grade platforms in formats that are easy to deploy, integrate, and optimize," said Roger Beharry Lall, research director, IDC Marketing Applications for Growth Companies.

IDC Market Forecast Figure

Executive Summary

Advice for Technology Suppliers

• Value Demonstration and Transparency
• Data Utilization and Simplification
• Privacy as Opportunity Versus Constraint
• Personalization Beyond "Dear <Name>"
• Advanced Automation Capabilities
• Functional Expansion Across the Tech Stack
• Many-to-Many Integrated Ecosystems

Market Forecast

Market Context

• CX Orchestration - Extending Beyond Martech
  • Platforms and Go-to-Market Ecosystems
  • The End of the Cookie Ecosystem and the Flight to First-Party Data
  • Category Evolution - Dawn of a New Segment
  • A Segment Within a Segment
• Drivers and Inhibitors
  • Drivers
    • AI/ML Solution Availability
    • Personalization and Privacy
  • Inhibitors
    • Inflation
    • Recessionary Concerns
    • Talent
• Significant Market Developments
• Changes from Prior Forecast

Market Definition

Methodology

• Historical and Forecast Market Values and Exchange Rates

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