Enterprises are increasing their spend across all service lines to run marketing campaigns in today’s data-intensive economy, with creative and branding services expected to capture the most growth in 2017.
“The transition from traditional to digital marketing followed by the accelerated demand for person-based marketing content presents advisory and design service opportunities as buyers concurrently evaluate new marketing solutions while customizing messaging for growth,” said TBR Professional Services Senior Analyst Bozhidar Hristov.
Increasing emergence of new data sources from machine learning data will accelerate market growth, as the ecosystem of customer touchpoints feeds into the adoption of data-led, managed services campaigns. However, integration and internal business processes will continue to raise the barrier to adoption, creating consulting opportunities for vendors.
TBR found customers expect to increase spending on digital marketing services in 2017 — in a survey of 250 end users of digital marketing services (DMS) across North America and Western Europe.
# 56 percent of DMS customers are using creative and branding services.
# 38 percent considers using these services in 2017.
# 22 percent plan to increase budgets for such services over 10 percent
Despite time to ROI lengthening slightly, most customers expect their DMS budgets to increase in 2017, suggesting buyer acceptance of the long-term commitment that digital marketing campaign deployments require.
Winning technology vendors can sustain customers’ loyalty by balancing quick wins with long-term transformations.
Companies such as IBM, Accenture and Ogilvy & Mather are leading the market for delivering creative-led bundled services around marketing technologies, which is becoming the table stakes purchase option among customers.
New entrants such as Atos, Bain and KPMG are betting on established relationships with various stakeholders to purse new revenue opportunities in nontraditional service lines, according to Technology Business Research Inc.’s (TBR) 1H16 Digital Marketing Services Customer Research.