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World Marketing Process Optimization Solutions Market
Frost & Sullivan, Oct 2010, Pages: 42
This Frost & Sullivan research service titled World Marketing Process Optimization Solutions Market provides revenue forecasts, market trends, drivers and restraints, and competitive landscape. In this research, Frost & Sullivan's expert analysts thoroughly examine the following markets: marketing process optimization solutions (MPOS) on-premise, MPOS software as a service (SaaS).
Market Overview
Enterprise Evolution Expands the Role of Marketing Process Optimization Solutions
With the thinning of departmental resources, enterprises are lowering their reliance on external agencies for their marketing needs and are instead, internally managing the production and storage of their own collateral. Organizations’ frequent struggle to update assets consistently across offices and markets, coupled with the continued rise in the quantity of branded assets, makes a strong case for MPOS. The involvement of multiple departments often leads to duplication of efforts, inconsistent data, and siloed work, which, in turn, results in incongruence in messaging. MPOS’ abilities to brand and manage enterprises, streamline workflows, and generate greater efficiencies make it a significant marketing tool. “As a component of MPOS, marketing asset management acts as a digital asset repository and enables content to be retrieved and repurposed for use in campaigns,” says the analyst of this research. “Furthermore, campaign management provides organizations the ability to monitor and unify campaigns, tailor-fitting them to clients’ needs.”
MPOS vendors will also be looking to improve the scalability and flexibility of their solutions, since clients prefer modular, scalable solutions to meet the individual challenges of their organization. Modular architecture can phase out the one-size-fits-all solution concept by enabling clients to choose specific tools or modules to fit their needs. Moreover, MPOS reduce the outlay of organizations that are unable to afford full-scale end-to-end deployments. Although the economic slowdown had restrained market growth over the last two years, the MPOS market is optimistic due to the gradual economic recovery. “Discretionary and IT budgets are historically utilized to deploy new technologies, enabling the implementation of solutions over time,” notes the analyst. “The small size of these budgets presents an opportunity for vendors that offer SaaS.” The constant improvements to core solution offerings, heightened adoption in the Asia Pacific region, and merger and acquisition activities will further drive new deployments.
Despite all these advantages, MPOS tend to lose out on business due to end users’ inadequate understanding of their value proposition and technological merits. As vendors typically target mid-size to global enterprises, they will be hard pressed to educate potential clients on the advantages of their solutions. Although key decision makers appreciate the benefits of automating marketing processes, they remain unaware of their complete functional benefits. Most customers recognize the uses of deploying customer relationship management (CRM) and digital asset management (DAM) solutions, but they are ignorant about the relevance of MPOS in mid-sized and global enterprises. Companies that have deployed one or more home-grown or related enterprise technology find it difficult to justify further expenditure on MPOS. Hence, to enhance the visibility of the market, it will be vital to educate potential customers about the utility of MPOS. “Vendors are making headway in their awareness campaigns with webinars and whitepapers demonstrating the value of not only MPOS, but also the way in which they work along with existing CRM and DAM solutions,” observes the analyst. “The adoption of MSOS will increase as the technology’s role in enriching enterprise marketing activities becomes apparent.”
Market Sectors
Expert Frost & Sullivan analysts thoroughly examine the following market sectors in this research:
- Marketing process optimization solutions on-premise
- Marketing process optimization solutions software as a service (SaaS)
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