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.

Scope

• All industries and geographies
• Our 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:

• Examine Everest Group’s PEAK Matrix^® evaluation, which provides a comparative assessment of 31 leading marketing service providers
• Review marketing services’ competitive landscape
• Analyze providers’ key strengths and limitations

Membership(s)

Marketing Services

Sourcing and Vendor Management