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.
The report will assist stakeholders (service providers, enterprises, and technology providers) to better understand the current state of the marketing service provider landscape.
In this report, we examine: