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When it comes to optimization with an organization, the focus is often thrown on workforce optimization, or general process optimization, while marketing process optimization is overlooked. However, there is an increasing need for streamlined marketing efforts and the creation of a strong global brand among companies of all sizes, especially since even a company’s Wikipedia profile can result in brand damage.

As such, it’s not surprising that Frost & Sullivan’s (News - Alert) latest Global Marketing Process Optimization Solutions Market research expects market revenue to jump from $756.7 million in 2012 to an estimated $2.7 billion in 2017. Of course, there’s more to it than that.

For starters, on-premise deployments currently dominate in this space, mainly due to organizations in the banking and financial services industry. Meanwhile, globalization is causing more organizations to localize marketing and brand promotion processes to target regional markets. Couple this with the fact that new communications channels such as mobile and social media are now major factors, a unified platform to organize campaigns has become essential.

Because of this, solutions that focus on flexibility and scalability are expected to gain acceptance.

"The utility of MPOS solutions is attested by the fact that huge technology firms such as IBM, Teradata and Adobe (News - Alert) are investing in these technologies," said Sathya Subramanian, Digital Media senior research analyst at Frost & Sullivan. "The potential for new competitors widens in the next five years as small and medium business units begin to use these solutions as well."

Smaller businesses are somewhat problematic for the MPOS market, though, as many don’t have a structured marketing workflow and expect a simple software deployment to meet all their marketing goals without having to think much about process planning or resource allocation. This acts as a barrier for adoption.

Other factors working against the market include the economic turndown and low awareness of the value MPOS presents, especially among growing economies in Asia. Still, vendors are responding well to these challenges through education and the deployment of SaaS (News - Alert) delivery models.