In the age of digital content, marketing departments are increasingly tasked with creating digital experiences to promote their companies' brands. IDC believes that marketing organizations will benefit substantially from implementing an enterprise marketing platform. Such a platform is the foundation for organizing, accessing, and distributing all of the digital content (including rich media assets) that is required to successfully manage marketing initiatives in the digital age. The platform can help the marketing organization define and implement its more formal business processes and also facilitate ad hoc collaboration. The result is a holistic, solutions-oriented approach to managing the wide range of marketing activities required to compete effectively in today's digital marketplace.