ISG Set to Publish Report on MarTech Providers Helping Firms Compete in New Customer Landscape

ISG | February 04, 2022 | Read time : 05:00 min

ISG Set to Publish Report
Information Services Group (ISG) has launched a research study to examine MarTech providers, which are helping firms adapt to changes in consumer behavior triggered by the COVID-19 pandemic.

The results of this study will be published in a comprehensive ISG Provider Lens™ report called MarTech Service Providers 2022. It is scheduled to be released in June. It will cover companies offering a varied range of services and technologies to assist companies in digital marketing, including digital advertising, strategic services, data analytics, and content capabilities.

“Top companies around the globe already are using MarTech for competitive advantage in marketing products, as well as in hiring employees,” said Jan Erik Aase, partner and global leader, ISG Provider Lens Research.

“Top companies around the globe already are using MarTech for competitive advantage in marketing products, as well as in hiring employees,” said Jan Erik Aase, partner and global leader, ISG Provider Lens Research. “MarTech providers help enterprises combine the creativity of marketing professionals with digital tools and methodologies, such as design thinking and agile processes, to build new approaches for changing conditions.”

Enterprise buyers can evaluate their potential new engagements, current vendor relationships, and available offerings using the information from the report. The impact of the pandemic on different regions varies. However, there is a transformation in consumer behavior that the enterprises need to adapt.

Companies are now facing a new kind of consumer with new habits and lifestyles. The need for personalization has increased now more than ever.

More than 200 MarTech providers will be a part of ISG’s survey. In collaboration with ISG’s global advisors, the research team will produce six quadrants that represent the digital services and products a typical enterprise buys, based on ISG’s experience working with its clients.

The six quadrants are:
  • Digital Presence & Digital Ads
  • Strategic MarTech Services
  • Social & Relationship
  • Digital Experience & Content
  • Analytics & Intelligence
  • Digital Commerce Optimization
ISG analysts Mauricio Ohtani, Marcio Tabach, and Sandya Kattimani will serve as authors of the report. It will cover the global marketing technology market and analyze products and services available in Brazil and the U.S.


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