Advances in technology such as generative AI and Web3, coupled with changing consumer preferences and dynamic macroeconomic conditions, have transformed the marketing landscape. As CMOs reassess their strategies, marketing service providers are also evolving, shifting from traditional offerings to strategic enablement of innovative solutions focused on Customer Experience (CX). They are leveraging technologies such as generative AI and Web3 to create hyper-personalized CX solutions, breaking data siloes for a unified customer view, implementing loyalty programs for customer retention, and integrating ESG into marketing strategies.
Additionally, they are exploring flexible and cost-efficient delivery models by expanding delivery to talent-rich regions and using AI and automation for productivity. Despite the influx of new entrants in the marketing ecosystem, CX remains the central focus for all stakeholders.
Contents:
In this report, we examine:
Scope:
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.
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