IDC PlanScape: CPaaS to Optimize Marketing

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.