Top 10 Report

HfS Blueprint Report: Digital Marketing Operations 2016

December 22, 2016

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The 2016 Digital Marketing Operations Blueprint presents a comparative analysis of the innovation and execution capabilities of service providers in this market. The scope of services within this Blueprint includes marketing content development and management, campaign management, and analytics and reporting.

This market landscape is broad and includes BPO/ITO providers, marketing technology companies, traditional agencies as well as a vast array of digital and niche agencies. Traditional ad agencies have not kept pace with market changes, and have opened up opportunities for consultancies and BPO/ITP organizations to enter the market in some unexpected ways. This report focuses on the BPO/ITO service organization value proposition.


  • Changing customer demands are driving investment in digital marketing: The changing way customers consume information and prefer to communicate is at the heart of the changes to marketing operations today. Whether it’s advertising on social platforms, understanding customer segments on the web or mobile apps, or putting out relevant content for greater personalization and sales conversion, the need for speed and efficiency is top-of-mind for marketers. Because these expectations and preferences are constantly changing, enterprises are tasked with becoming more nimble and efficient organizations in order to be increasingly competitive.
  • Rapid changes to the competitive ecosystem: Digital marketing is a fast-evolving space that requires multiple players to come together and create an ecosystem for business changing solutions. Digital production is often de-coupled from strategy and creative, which are typically handled by agencies. But many companies have been vocal about their dissatisfaction with the traditional agency model and are taking marketing work back in house, or instead of consolidating providers they’re distributing work to several specialty providers. The opportunity for BPO providers to disrupt in this space is increasing; while it is critical for BPO service providers to partner with agencies, which still have and will continue to have a prominent place in the ecosystem, there is much more opportunity for BPOs to provide strategic level work than in the past. In addition, technology has disrupted the way companies go to market. “Martech” has grown exponentially in the last few years, and managing an increasingly complex stack is the norm while companies struggle with the pace of change to manage these varied systems.
  • Talent wars are a lynchpin of competition: This market is not just defined by platforms and technology disruption, but by a savvy approach to talent. All types of service providers are looking for the right approach and balance for in-demand talent: creative talent, data scientists, subject matter experts, and vertical expertise. Underlying all of this is a need to foster a nimble talent strategy and culture that embraces change and disruption, but maintains a human-centric and problem solving-oriented outlook. 



Chief Marketing Officers, Chief Experience Officers and other professionals with an interest and/or responsibility for marketing services, particularly in the evolving digital realm.


Accenture, Aegis, Cognizant, Concentrix, EXL, Genpact, HCL, HGS, Infosys, NTT DATA Services, Revana Digital, TCS, Tech Mahindra, Wipro


Readers will get a sense of the evolving dynamics in marketing services as a result of digital redesign, including a sense of disruption of the traditional agency model.  We will provide insight into the capability and vision of the service providers included in the Blueprint report, including the strengths and challenges for each and where they fit into this market. We also outline the strengths and challenges to take into consideration for these service providers. In addition, the reader will learn our recommendations sections for buyer enterprises as well as the service providers in the digital marketing operations market.

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