Baird Marketing Tech & Services Industry Report 2020
BAIRD’S MARKETING TECH & SERVICES SECTOR OVERVIEW TABLE OF CONTENTS Industry Overview 1 Industry Trends & Update 2 Market Landscape 3 A. Advertising B. Digital Experience C. Customer Journey Management D. Social & Relationships E. Customer Experience F. Data & Insights Appendix 4 A. Baird Overview B. Valuation Perspectives Page 1 INTRODUCTION TO MARKETING TECHNOLOGY & SERVICES We are excited to share with you our first edition of Baird’s Marketing Technology & Services industry report, which details our views on the industry, including segmentation, sizing, key market players and trends impacting various segments. Marketing means different things to different people. For us, we generally view marketing as the business process of identifying, anticipating and satisfying customers needs and wants. Marketing spans many customer or business-facing activities, which cross other functions that we did not cover in this report. Here, we addressed marketing technology and services that are utilized to identify, attract, engage, convert and retain customers. We have segmented the market into six core segments, including advertising, digital experience, customer journey management, social and relationships, customer experience, and data and insights. We further segmented the industry into 31 sub-segments, all of which we cover in detail herein. Marketing is mission critical and one of the cornerstones of business management and commerce. Every company, whether B2C or B2B, must appropriately engage customers to grow. As a result, companies spend billions of dollars annually on third party technology and outsourced services to define and execute their marketing strategies which has created an ecosystem of thousands of companies to address a broad range of needs.
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