Technological advancements, evolving consumer behaviors, and regulatory changes are set to significantly influence the next phase of marketing. Watch our in-depth webinar on the evolving marketing landscape with Everest Group experts Nisha Krishan, Vice President, Ravi Varun, Senior Analyst, and Vaani Sharma, Senior Analyst. Our panel explored the crucial market shifts that will impact decision-makers, as well as the key strategies to resonate deeply with consumers of the future. Attendees took away insights into driving business growth and staying competitive in this new era of marketing, built on cutting-edge research and expert guidance. What questions did the webinar answer for the participants? How can leadership (CMOs, CTOs, and CIOs) adapt to the shift from Total Addressable Market to Total Addressable Need to deliver more customer-centric strategies? What are the most impactful trends (such as AI, MarTech expansion, and sustainable marketing) shaping the future of marketing, and how can CMOs capitalize on them? What actionable steps can CMOs and CXOs take to optimize their marketing mix, measure success, and stay ahead in a rapidly evolving landscape?

In today’s ever-evolving marketplace, attaining consumer loyalty has become vital for marketers. Loyalty programs have evolved into sophisticated platforms, offering personalized rewards, but their effectiveness varies with industry dynamics and consumer preferences, necessitating tailored strategies. To adapt to changing expectations and technology advances, businesses must integrate forward-thinking strategies into their loyalty programs. In this report, we explore loyalty programs’ significance for Chief Marketing Officers (CMOs), offering insights into the key aspects of modern loyalty programs and industry-specific strategies. Additionally, the report serves as a guide for enterprises and providers to develop customized loyalty programs to thrive in today’s competitive landscape. Scope: All industries and geographies Contents In this report, we examine: Evolving consumer expectations Key aspects of modern loyalty programs Industry-specific loyalty strategies Future-focused themes to build sustained loyalty programs Membership(s) Marketing and Interactive Experience Sourcing and Vendor Management

In our constantly evolving society, each new generation embodies a distinct set of behavioral patterns, consumption habits, and brand interactions that distinguish them from their predecessors. With Generation Z at the forefront, intergenerational differences have become more pronounced, as their beliefs and expectations differ significantly from previous cohorts. It is vital for marketers to comprehend the needs of each generation, understand their influence on one another, recognize the nuanced similarities and differences between them, and identify the unique consumption parameters that will ultimately drive marketing efforts. By doing so, businesses can establish a strong brand identity and create a loyal customer base that will endure for years to come. In this viewpoint, we explore the dynamic interplay between demographic profiles and behavioral changes across three generations and shed light on emerging trends that their behavior generates, which will significantly impact the future of marketing. Additionally, we identify the core focus areas that brands must prioritize to meet the evolving needs and expectations of the new generation. Scope Industry: marketing services Geography: global Contents In this viewpoint, we: Explore the behavioral nuances of the three main demographic cohorts Deep dive into the generational trends that impact marketers Examine the cheat sheet for successful marketing to Gen Z Membership(s) Marketing and Interactive Experience Sourcing and Vendor Management

Organizations are shifting focus from traditional marketing models to digital and data-driven marketing. This shift, caused by the global digital disruption, has created a new market with multiple service providers emerging and attempting to capture market share through innovative approaches. While enterprises primarily look for cost reduction in their marketing portfolio, service providers are tested on their capabilities in building marketing intelligence, omnichannel marketing, and content customization for diverse audiences. However, COVID-19 has brought about another major disruption, resulting in falling demand, and slashing of marketing budgets. Marketers are now compelled to adopt new strategies to address the challenges brought about by the pandemic. This research provides comprehensive coverage of the 2019 marketing BPS market and analyses it across various aspects, such as the impact of COVID-19 and adoption trends among buyers, and the various categories of service providers emerging in the market. Scope This report analyzes and draws insights from active marketing BPS deals in 2019 – across geographies and industries. Contents In this report, we focus on: Evolving marketing BPS themes: CMO priorities and implications for marketing operations Market overview Buyer adoption trends Service provider landscape

Everest Group’s Marketing BPS Service Provider Compendium 2021 provides accurate, comprehensive, and fact-based snapshots of 14 marketing BPS providers. It offers a detailed profile of each service provider – with a comprehensive picture of its scale of operations, recent developments and investments, technology solutions, and delivery locations – and specifies the provider’s position on the Everest Group PEAK Matrix®. Scope This research studies the following marketing BPS providers: Accenture, Cognizant, Concentrix, EXL, HCL, HGS, Infosys, Isobar, Merkle, Stefanini, TCS, Webhelp, Wipro, and WNS. Contents Each service provider profile provides the following details: Marketing BPS overview: key leaders, revenues, FTEs, and recent developments and investments Marketing BPS delivery locations: details of key delivery locations worldwide Marketing BPS client portfolio: major clients and recently announced contracts, as well as marketing BPS revenue split by geography and industry, client split by buyer size, and FTE split by segment Marketing BPS technology solutions: brief descriptions of key technology solutions Detailed assessment of Marketing BPS capabilities: market success, delivery capability assessment, and remarks on each service provider’s strengths and areas of improvement

Everest Group defines marketing Business Process Services (BPS) as the implementation of marketing activities – including content management (content production and customization, content marketing through emails, and social media), campaign management (campaign design, campaign support, and loyalty management), channel management (including SEO/SEM), and marketing support – for enterprises. Data management and analytics that aid the provision of marketing services also fall under marketing BPS. Marketing strategy and consulting services, though not a part of administrative services, are strong enablers for marketing BPS and are offered by most service providers as higher-end offerings. Service providers are working to deliver superior customer experience, both in terms of the quality of service delivery and technology capabilities. They create an ecosystem of technology partners to bring the latest solutions to the market. They are increasing investments in analytics to foster marketing intelligence and in areas such as natural language processing, artificial intelligence, and machine learning. In this research, we present assessments of 14 marketing BPS providers and position them on the Marketing BPS PEAK Matrix® to identify Leaders, Major Contenders, and Aspirants in the space. The assessment is based on Everest Group’s annual RFI process for the calendar year 2019, interactions with leading marketing BPS providers, client reference checks, and an ongoing analysis of the marketing BPS market. Scope This research covers the following marketing BPS providers: Accenture, Cognizant, Concentrix, EXL, HCL, HGS, Infosys, Isobar, Merkle, Stefanini, TCS, Webhelp, Wipro, and WNS. Contents In this report, we study the following topics: Everest Group’s PEAK Matrix® evaluation, a comparative assessment of 14 leading marketing BPS service providers Competitive landscape of the marketing BPS market Everest Group’s remarks on key strengths and areas of improvement for each marketing BPS service provider