Global Market Outlook on IT Marketing Software Solution

Sourcing Strategies Marketing IT Platforms

Fragmented sourcing strategy is recommended for healthcare, agrochemical, and seed business industries, as different countries in each geography will have different law applicable and is heavily monitored by regulatory authority.

Future Outlook 2021

  • The fragmented sourcing strategy is currently low in adoption; however, this strategy of sourcing is expected to grow in the near future, mainly due to legal restrictions and fines imposed by the government and strict monitoring of digital space wherever possible
  • The regional bundling approach is the best preferred, as it offers cost saving, due to regional consolidation; however, differences in country’s digital law is creating a concern
  • Duplication in spend for changes and enhancement on local level in order to comply with the localized legislations are also posing as challenges in a regional bundled approach

Model Recommended

The recommendation for model depends on the nature of business for industries, like healthcare, agrochemical and seeds, banking and retail. It is advisable to use fragmented strategies in procurement, as each country will have different law applicable and is monitored heavily. For the service sector, it is recommended to adopt a regional bundling in order to negotiate best discount and lesser administration cost associated with handling multiple suppliers. From a technical point of view, there is disparity, due to knowledge and differences in development used by different suppliers, which need to be documented, tracked, and changed.

Global Social Media Market Overview

  • Market growth: The global digital marketing spend was valued at $170–190 billion in 2017 and the future estimates look much stronger, due to continual attraction on digital channels. It is forecasted to grow at a CAGR of 13 percent to reach around $280–310 billion in 2020
  • Regional contribution: Globally, North America will continue to dominate the digital marketing industry by contributing to around 39–40 percent towards the global digital marketing category spend. Retail industry marketer continues to be the leading ad spender in the US. Search has been the top preference of retail marketers, but currently, they are moving to video, social media, and other display formats to augment brand visibility
  • Digital ad spend in APAC has surpassed Europe, and this growth is primarily driven by China and emerging Asian markets, due to increasing investments on technology and digital platforms in these regions
  • China is by far the largest market in the APAC and is estimated to contribute to around 66% of total digital ad spend. Automobile, consumer goods, and telecom industry marketers are the top spenders in the country
  • Search and display advertising continue to be priority categories. However, the spend growth of these categories is recently offset by increased spending on mobile and e-commerce sites. Japan is a major destination for mobile marketing campaigns, due to widespread smartphone penetration. In China, e-commerce paid search outspend all other categories. In South Asian markets, consumers place higher trust on e-mail messages than search feeds

Programmatic Buying-Hybrid Model

Pros

  • Some transparency: Under hybrid, usually the agency portion of the assignment is towards last minute (remnant) buying as that is what programmatic buying models on a large (agency) scale does best
  • Allows client to build in-house expertise
  • Can leverage agency scale for inventory
  • Allows demand side (client) to better time strategic purchases (i.e., Yahoo main page)
  • Better co-ordination between online advertising and traditional advertising program

Cons

  • Investment costs for developing system
  • As market rate card depends on relationship with publisher clients are reduced to the knowledge of their in-house buying team and their grasp of publisher values
  • New trends maybe difficult to implement, since it would take time to adjust the data base and technology to suit the trend