U.S. Companies Seek Better Tools to Strengthen Marketing
Companies are investing in AI, agile marketing and improved customer experience as digital marketing becomes more important, ISG Provider Lens™ report says
The 2022 ISG Provider Lens™ MarTech Service Providers report for the
“One of the most challenging assignments for enterprise marketers is to wade through the massive ecosystem of
Effective use of marketing technology requires a complex set of tasks, including sourcing and managing and maintaining tools that undergo regular updates, the report says. Integrating data from different sources and unifying siloed workflows are also essential. Many companies have been forced to address these challenges with reduced budgets due to the economic effects of the pandemic.
Enterprises are increasing their adoption of agile marketing, while the technologies that enable it grow more mature, ISG says. Agile marketing helps companies achieve ongoing rapid growth and address new challenges by iterating, experimenting and validating new approaches.
Companies are also using new tools to enhance digital customer experience, especially by releasing new, innovative experiences quickly across all digital platforms, ISG says. Marketers are more frequently deploying fresh content and changing live campaigns to keep up with accelerating marketplace changes.
Most successful enterprises are also using AI to gain insights from data that can be used to create more relevant offers to customers, the report says. Used in conjunction with machine learning, AI allows companies to engage in more targeted, relevant and personal communications with customers.
“AI and machine learning have gone from being buzzwords to playing a central role in marketing,” said
The report also explores a wide range of other marketing technology trends in the
The 2022 ISG Provider Lens™ MarTech Service Providers report for the
The report names Accenture and Cognizant as Leaders in all six quadrants. It names TCS as a Leader in five quadrants, HCL as a Leader in four quadrants and Capgemini as a Leader in two quadrants. Globant, Isobar and Mindtree are named as Leaders in one quadrant each.
In addition, Mindtree is named as a
A customized version of the report is available from
The 2022 ISG Provider Lens™ MarTech Service Providers report for the
About ISG Provider Lens™ Research
The ISG Provider Lens™ Quadrant research series is the only service provider evaluation of its kind to combine empirical, data-driven research and market analysis with the real-world experience and observations of ISG's global advisory team. Enterprises will find a wealth of detailed data and market analysis to help guide their selection of appropriate sourcing partners, while ISG advisors use the reports to validate their own market knowledge and make recommendations to ISG's enterprise clients. The research currently covers providers offering their services globally, across
A companion research series, the ISG Provider Lens Archetype reports, offer a first-of-its-kind evaluation of providers from the perspective of specific buyer types.
About ISG
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