Companies are investing in AI, agile
marketing and improved customer experience as digital marketing
becomes more important, ISG Provider Lens™ report says
Most U.S. enterprises are not fully satisfied with their
marketing technology and are exploring ways to improve it,
according to a new research report published today by Information
Services Group (ISG) (Nasdaq: III), a leading global technology
research and advisory firm.
The 2022 ISG Provider Lens™ MarTech Service Providers report for
the U.S. finds many enterprises are dissatisfied with technologies
intended to complement marketing efforts because they are not
achieving tangible results. This has created opportunities for
companies to seek more relevant solutions and services, especially
with the changing role and increasing importance of digital
marketing since the beginning of the COVID-19 pandemic.
“One of the most challenging assignments for enterprise
marketers is to wade through the massive ecosystem of MarTech
alternatives and identify the most relevant offerings for their
unique needs,” said Paul Gottsegen, partner and president, ISG
Research & Client Experience. “Our ISG Provider Lens report
offers a much-needed guide to help navigate through this crowded
field and understand how to evaluate the many potential
choices.”
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 Jan Erik Aase, partner
and global leader, ISG Provider Lens Research.
The report also explores a wide range of other marketing
technology trends in the U.S., including the growing importance of
social media platforms and the need for distinctive but coordinated
marketing methods at every step of the customer journey.
The 2022 ISG Provider Lens™ MarTech Service Providers report for
the U.S. evaluates the capabilities of 11 providers across six
quadrants: Strategic Martech Services, Digital Presence and Digital
Ads, Digital Experience and Content, Social and Relationship,
Digital Commerce Optimization, and Analytics and Intelligence.
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 Rising Star — a company with
a “promising portfolio” and “high future potential” by ISG’s
definition — in two quadrants. Capgemini, Globant, HCL and Isobar
are named as Rising Stars in one quadrant each.
A customized version of the report is available from
Marlabs.
The 2022 ISG Provider Lens™ MarTech Service Providers report for
the U.S. is available to subscribers or for one-time purchase on
this webpage.
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 Europe, as well as in the U.S., Canada, Brazil,
the U.K., France, Benelux, Germany, Switzerland, the Nordics,
Australia and Singapore/Malaysia, with additional markets to be
added in the future. For more information about ISG Provider Lens
research, please visit this webpage.
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
ISG (Information Services Group) (Nasdaq: III) is a leading
global technology research and advisory firm. A trusted business
partner to more than 800 clients, including more than 75 of the
world’s top 100 enterprises, ISG is committed to helping
corporations, public sector organizations, and service and
technology providers achieve operational excellence and faster
growth. The firm specializes in digital transformation services,
including automation, cloud and data analytics; sourcing advisory;
managed governance and risk services; network carrier services;
strategy and operations design; change management; market
intelligence and technology research and analysis. Founded in 2006,
and based in Stamford, Conn., ISG employs more than 1,300
digital-ready professionals operating in more than 20 countries—a
global team known for its innovative thinking, market influence,
deep industry and technology expertise, and world-class research
and analytical capabilities based on the industry’s most
comprehensive marketplace data. For more information, visit
www.isg-one.com.
View source
version on businesswire.com: https://www.businesswire.com/news/home/20220810005256/en/
Will Thoretz, ISG +1 203 517 3119 will.thoretz@isg-one.com
Julianna Sheridan, Matter Communications for ISG +1 978-518-4520
isg@matternow.com
Information Services (NASDAQ:III)
Historical Stock Chart
From Aug 2024 to Sep 2024
Information Services (NASDAQ:III)
Historical Stock Chart
From Sep 2023 to Sep 2024