Marketing has undergone a transformation due to rapid technological advancements and shifting consumer preferences. Chief Marketing Officers (CMOs) now consider user experience as a critical element in their marketing strategy as exceptional technological advances continue to emerge. Furthermore, the impending recession has intensified the pressure on marketing teams to deliver more with less.
In response, the provider ecosystem has shifted gears from product-focused traditional marketing services to innovative, data-driven strategies that prioritize customer experience. They are also exploring flexible and cost-efficient delivery models to serve CMOs’ demands for low-cost solutions related to personalization, loyalty, and interactive experiences. Providers are investing in new technologies and platforms to improve client experiences and continuing to invest in intelligent automation tools and solutions to increase their service scope and process efficiencies.
In this report, we assess 31 marketing service providers and position them on Everest Group’s PEAK Matrix® as Leaders, Major Contenders, and Aspirants based on their capabilities and offerings. The report aims to assist key stakeholders (providers, enterprises, and technology vendors) in understanding the current state of the marketing service provider landscape.
In this report, we:
The PEAK Matrix® provides an objective, data-driven assessment of service and technology providers based on their overall capability and market impact across different global services markets, classifying them into three categories: Leaders, Major Contenders, and Aspirants.