This IDC study is a reference guide for budget management and cost control. It can serve as the foundation for marketing and finance executives to better demonstrate fiscal management capabilities to C-level executives and to improve decision-making processes based on standardized resource allocations."The annual IDC marketing taxonomy provides answers to critical management questions spanning marketing spending, staffing, and investment in programs," says MaryAnn Holder-Browne, research manager of IDC's CMO Advisory Services practice. "It provides valuable up-to-date information on key performance indicators (KPIs), comparisons against other organizations and sectors, and supports planning, ongoing peer evaluation, and measurements to improve planning and optimize marketing campaigns and programs."
IDC's Worldwide Marketing Taxonomy
Marketing Taxonomy Changes for 2025
Marketing Staff: Updates
Marketing Programs: Significant Updates
Taxonomy Overview
Marketing Staff Expense: What's In? What's Out?
Staff Focus: Corporate (Global), Business Unit (Product Line), and Regional Marketing
Corporate (Global) Marketing Focus
Business Unit Marketing Focus
Regional Marketing Focus
Marketing Program Expense Overview
Definitions
Marketing Staff Taxonomy
Advertising
Business Development Reps
Corporate Communications
Campaign Management
Content Marketing
Creative Brand Services
Direct Marketing
Event Marketing
Executives
Field Marketing and Sales Enablement
Industry and Audience Marketing
Intelligence
Customer Intelligence
Competitive Intelligence
Market Intelligence
Excluded from All Intelligence Categories
Loyalty, Advocacy, and Customer Marketing
Marketing Operations
Marketing Technology
Partner Marketing
Product and Solution Marketing
Social Marketing
Website
Other Marketing Staff
Marketing Program Taxonomy
Advertising (Digital and Nondigital)
Corporate Sponsorship
Mobile Advertising
Online (Desktop) Advertising
Out of Home
Print
Search (SEM)
Social
Television and Radio
Corporate Brand Identity: Development, Maintenance, and Governance
Content Marketing
Digital Content
Print Content
Translation and Localization
Content Syndication
Corporate Communications
Analyst Relations
Public Relations
Agency Fees and In-House Expense
Strategic and Employee Brand Communications
Direct Marketing
Direct Mail (Print)
Email Marketing
Business Development, Market Development, and Telemarketing Services
SMS, Text Messages, and Mobile Marketing
Events
Conferences and Trade Shows
Customer/Prospect Events
Industry Events
Partner Events
Intelligence
Customer Intelligence and Analytics
Competitive Intelligence and Analytics
Market Intelligence and Analytics
Loyalty, Advocacy, and Customer Programs
Market Development Funds and Co-Op Marketing Funds
Marketing Technology
Software and Tools for Content Production and Management
Software and Tools for Data Management and Analytics
Software and Tools for Management and Administration
Software and Tools for Managing Promotions, Engagement, and Conversion
Sales and Partner Enablement
Direct Sales Channels: Sales and Partner Enablement, Support, Tools, and Training
Indirect Channel Partners: Sales and Partner Enablement, Support, Tools, and Training
Alliance Partners and Influencers: Sales and Partner Enablement, Support, Tools, and Training