PUBLISHER: IDC | PRODUCT CODE: 1462505
PUBLISHER: IDC | PRODUCT CODE: 1462505
IDC's Worldwide Marketing Taxonomy, 2024
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."
IDC's Worldwide Marketing Taxonomy
Marketing Taxonomy Changes for 2024
- Marketing Staff: Significant Updates
- Marketing Programs: Significant Updates
Taxonomy Overview
- Marketing Staff Expense: What's In? What's Out?
- Staff Focus: Corporate (Global), Business Unit (Product Line), and Regional Marketing
- Corporate (Global) Marketing Focus
- Business Unit Marketing Focus
- Regional Marketing Focus
- Marketing Program Expense Overview
Definitions
- Marketing Staff Taxonomy
- Advertising
- Business Development Reps
- Corporate Communications
- Campaign Management
- Content Marketing
- Creative Brand Services
- Direct Marketing
- Event Marketing
- Executives
- Field Marketing and Sales Enablement
- Industry and Audience Marketing
- Intelligence
- Customer Intelligence
- Competitive Intelligence
- Market Intelligence
- Staff Attributes That Are Excluded from All Intelligence Categories
- Loyalty, Advocacy, and Customer Marketing
- Marketing Operations
- Marketing Technology
- Partner Marketing
- Product and Solution Marketing
- Social Marketing
- Website
- Other Marketing Staff
- Marketing Program Taxonomy
- Advertising (Digital and Nondigital)
- Corporate Sponsorship
- Mobile Advertising
- Online (Desktop) Advertising
- Out of Home
- Search (Search Engine Marketing)
- Social
- Television and Radio
- Corporate Brand Identity: Development, Maintenance, and Governance
- Content Marketing
- Digital Content
- Print Content
- Translation and Localization
- Content Syndication
- Corporate Communications
- Analyst Relations
- Public Relations
- Agency Fees and In-House Expenses
- Strategic and Employee Brand Communications
- Direct Marketing
- Direct Mail (Print)
- Email Marketing
- Business Development, Market Development, and Telemarketing Services
- SMS, Text Messages, and Mobile Marketing
- Events
- Conferences and Trade Shows
- Customer/Prospect Events
- Industry Events
- Partner Events
- Intelligence
- Customer Intelligence and Analytics
- Competitive Intelligence and Analytics
- Market Intelligence and Analytics
- Loyalty, Advocacy, and Customer Programs
- Market Development Funds and Co-Op
- Marketing Technology
- Software and Tools for Content Production and Management
- Software and Tools for Data Management and Analytics
- Software and Tools for Management and Administration
- Software and Tools for Managing Promotions, Engagement, and Conversion
- Sales and Partner Enablement
- Direct Sales Channels: Sales and Partner Enablement, Support, Tools, and Training
- Indirect Channel Partners: Sales and Partner Enablement, Support, Tools, and Training
- Alliance Partners and Influencers: Sales and Partner Enablement, Support, Tools, and Training
- Social Marketing
- Website and Digital Services
- Company Websites
- Mobile Web and Apps
- Search Engine Optimization
- Other Marketing Programs
- Advertising (Digital and Nondigital)
Learn More
- Methodology
- Activity-Based Accounting Methodology
- Selling, General, and Administrative Expenses
- Synopsis
