As COVID-19 pressures DMS opportunities, vendors seek alternative channels to increase brand stickiness

Key insights

While marketing and advertising initiatives take a back seat, at least temporarily, digital transformation programs continue to mature as enterprises explore new connection points made possible by emerging technologies that help them embark on initiatives beyond discrete process areas.

The 19 vendors benchmarked by TBR in our Digital Transformation: Digital Marketing Services report felt the impact of the pandemic as their average digital marketing services (DMS) revenues grew just 3.3% year-to-year in 2Q20, a drastic decline from 20.1%  five years ago.

Buyers’ patience seems to be wearing thin as vendors have failed to deliver on the promise of digital on their marketing campaigns and respective ROI.

TBR’s Digital Transformation: Digital Marketing Services Benchmark addresses changes in leading digital transformation vendors’ strategies and performances as well as their investments and go-to-market positions within marketing and advertising segments. The report includes use cases; analysis of agencies’, IT services’ and consultancies’ management of their technology partnerships and acquisitions; and a forward-looking view around key market trends, implications to customers and vendors, vendor performance, and associated technologies enabling digital transformation opportunities. Region-specific market trends are also highlighted in the report.