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.

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 examine:

• Everest Group’s PEAK Matrix^® evaluation of 34 leading marketing service providers
• The competitive landscape of the marketing services space
• Providers’ key strengths and limitations

Membership(s)

Marketing Services

Outsourcing Excellence