Why Read This
Businesses engaged in digital marketing will seek a new generation of service provider — one that combines technology competence with marketing strategy and digital creativity. These providers will engage both marketing and IT teams to build, deploy, and integrate digital marketing assets. In an increasingly complex business environment, marketing and IT departments need to collaborate in an agile mode to deliver differentiable best digital experiences across the customer life cycle. Forrester's data shows that digital marketing is a fast-growing market and represents a huge opportunity for those players that adapt to seize it, including service providers. A new type of digital marketing service provider (DMSP) will emerge, one which is equally credible to marketing and IT as these two departments align into a customer-centric organization.