Key vendors are adopting location-based marketing to increase their sales strategically
Technavio, a company that develops over 2000 pieces of research every year and covers more than 500 technologies across 80 countries, has announced the top five leading vendors for the global marketing resource management market in their latest research report. This report also lists 10 other prominent vendors who are expected to contribute to this market’s growth between 2016-2020.
To identify the top vendors, Technavio’s market research analysts have taken into account the revenue generated by the sales of different types of deployment of MRM solutions.
- Cloud: These solutions increase scalability and help in managing all brands assets centrally and streamlining workflows.
- On-premises: This method offers features such as workflow streamlining, budgeting, digital asset management, and reporting, especially for large complex marketing functions.
This Technavio report, under enterprise application vertical, is based on the synthesis, analysis, and interpretation of information about the global marketing resource management market collected from specialized sources. The analysts have derived insights using a mix of primary and secondary research with an aim to provide a holistic picture of the market.
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Competitive vendor landscape
The competition in the market is very intense, and the players are offering solutions at competitive pricing and with additional features. The companies are investing in the development of specific, customized solutions and improving their delivery models using technology to sustain the fierce competition in the market. The vendors are focusing on innovating their offerings and building capabilities to increase their global footprint and attract more consumers. Players in the market are competing on the basis of omnichannel marketing, real-time personalization, digital marketing, cross-channel campaign management, and marketing automation. The companies in the market are forming strategic alliances to expand their product portfolio and increase their market share.
“Various vendors in the market are adopting location-based marketing to identify consumer’s location and utilizing it to promote products and services effectively. These processes use GPS technology to locate smartphones of end-users and deliver multimedia content to the potential customers based in targeted locations. The customers use this technology to search for the best deals offered by the nearby business. The various types of marketing include location-based coupons, SMS marketing, and check-ins,” says Ishmeet Kaur, a lead analyst at Technavio for research on an enterprise application.
Top five vendors in the marketing resource management market space
BrandMaker
The company provides MRM software for B2B marketing, and their solutions help in bridging the gap between marketing and sales, creating better prospects for the customers. It markets and develops marketing software solutions for medium and large organizations. The primary end-user industries for the company are financial services, manufacturing, pharma and life sciences, logistics, and franchises.
Key product: BrandMaker Customer Engagement Central.
IBM
IBM offers innovative IT products, business solutions, and business consulting services and provides solutions under portfolios such as collaboration, predictive analytics, software development, and systems management. The company provides solutions that help enterprises gain control over their marketing budgets and processes. Recently, it announced an expanded set of solutions and features in its IBM Marketing Cloud, including cognitive technologies that help brands deliver improved customer experiences.
Key product: IBM Marketing Resource Management.
Infor
The company offers enterprise software and services to large and medium-sized enterprises and provides solutions for financial systems, ERP, supply chain management, and customer relationship management. It also offers flexible deployment options to customers through the cloud and on-premises. In recent times, it partnered with Aprimo to migrate all the customer’s campaign and activity data to Infor Marketing Resource Management at no charge.
Key product: Infor Marketing Resource Management.
Microsoft
Microsoft licenses, develops, manufactures, markets, and supports software products and provides OS software, application server software, business and software development tools, consumer application software, and intranet and the internet software. Its CRM marketing solution enables marketing team to plan, execute, and measure campaigns across channels, from start to finish, to improve the success rate of marketing.
Key product: Microsoft Dynamics Marketing.
SAP
The company offers business software and software solutions to corporations, government agencies, and educational institutions. Its CRM solution helps enterprises to optimize planning and development of marketing resources such as time, budget, people, and campaigns, and gain visibility and control into the marketing processes.
Key product: SAP Customer Relationship Management.
Other prominent vendors in this market include Elateral, Adnovate, Adobe Systems, Capital ID, Censhare, Code Worldwide, Direxxis, MarcomCentral, Oracle, and Saepio.
A more detailed analysis is available in the Technavio report, Global Marketing Resource Management Market 2016-2020. Technavio also customizes reports by other regions and specific segments upon request.
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