SOURCE: Frost & Sullivan

March 02, 2011 10:49 ET

Budget Considerations Open Up Opportunities for Marketing Process Optimization Solutions, Finds Frost & Sullivan

MOUNTAIN VIEW, CA--(Marketwire - March 2, 2011) - 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 marketing process optimization solutions (MPOS). With the limited 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.

New analysis from Frost & Sullivan (http://www.digitalmedia.frost.com), World Marketing Process Optimization Solutions Market, finds that the market earned revenues of in excess of $400 million in 2009 and estimates this to nearly triple by 2016.

If you are interested in more information on this study, please send an e-mail to Mireya Espinoza, Corporate Communications, at mireya.espinoza@frost.com, with your full name, company name, title, telephone number, company e-mail address, company website, city, state and country.

The involvement of multiple departments often leads to duplication of efforts and inconsistent data, resulting in incongruence in messaging. MPOS' ability to brand and manage enterprises, streamline workflows and generate greater efficiencies makes 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 Frost & Sullivan industry analyst Aimee Roberts. "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 Roberts. "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 not aware 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. It will be vital to educate potential customers about the utility of MPOS to enhance the visibility of the market.

"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 Roberts. "The adoption of MSOS will increase as the technology's role in enriching enterprise marketing activities becomes apparent."

World Marketing Process Optimization Solutions Market is part of the Digital Media Growth Partnership Services program, which also includes research in the following markets: World Digital Asset Management Solutions Market, World Enterprise Content Management Solutions Market, and World Online Video Measure Market. All research services included in subscriptions provide detailed market opportunities and industry trends that have been evaluated following extensive interviews with market participants.

About Frost & Sullivan
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World Marketing Process Optimization Solutions Market
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