The COVID-19 pandemic has transformed marketing in more ways than one. Traditional ways of marketing are now being fast replaced by digital, data-driven models. CMOs continue to explore low-cost service delivery models and potential process efficiencies from automation, as marketing budgets are being cut. They have also realized that they need to differentiate themselves in terms of Customer Experience (CX).

As CMOs try to connect with the modern customer, a new service provider landscape is evolving in the market – agencies, consultancies, and IT-BPOs are consolidating their capabilities to provide a one-stop solution to clients’ marketing requirements. Providers continue to invest in a host of capabilities, including intelligent automation and predictive analytics, to attain higher levels of personalization, increased speed-to-market, and superior customer experience, thereby meeting the needs of a rapidly evolving market.

Scope

• All industries and geographies
• This assessment is based on Everest Group’s annual RFI process, interactions with leading marketing service providers, client reference checks, and an ongoing analysis of the marketing services market

Contents

In this report, we focus on:

• Everest Group’s PEAK Matrix® evaluation, a comparative assessment of 19 leading marketing service providers
• Competitive landscape of the marketing services market
• Key strengths and limitations of each marketing service provider

Membership(s)

Marketing Services

Sourcing and Vendor Management