Growing Faster Than 20% Year-to-Year, DMS Offers Professional Services Vendors an Irresistible Opportunity

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Technology Business Research, Inc.’s (TBR) 4Q14 Digital Marketing Services Benchmark highlights how the digital marketing services (DMS) space is turning into a battleground for vendors specializing in creativity and strategy.

Digital Marketing Services 2013-2014 Revenue Growth

“DMS market participants establishing strategy and creative capabilities are positioned to win.”

Technology Business Research, Inc.’s (TBR) 4Q14 Digital Marketing Services Benchmark highlights how the digital marketing services (DMS) space is turning into a battleground for vendors specializing in creativity and strategy. Legacy advertising agencies, which earned nearly 70% of the benchmarked vendors’ Creative & Branding revenue in 4Q14, grew more slowly year-to-year. In contrast, Strategy-led vendors grew more rapidly across all four benchmarked service lines than the benchmark average but from a smaller revenue base.

“As marketers shift strategies and budgets to new digital channels, IT Services-centric and Strategy-led vendors are challenging traditional agencies for the new IT-enabled business,” said TBR Analyst Boz Hristov. “DMS market participants establishing strategy and creative capabilities are positioned to win.” Hristov notes that solutions-centric digital marketing services vendors, such as Accenture and IBM, leverage established brand recognition consistently to hire and acquire high-quality digital marketing experts around creative and branding, advertising and analytics, and use legacy technology capabilities to grow revenues above the benchmark average.

TBR reports benchmarked digital marketing services vendors grew revenue from $7.3 billion in 2013 to nearly $9 billion in 2014 (23.3% year-to-year). That growth illustrated the startup-type phase of the digital marketing services space, where established advertising agencies and new entrants are attracted by the lucrative opportunities created by clients’ demand for digital transformation. By dividing the vendors into groups based on business models, legacy strengths and go-to-market strategies, TBR’s analysis revealed a clear distinction between the largest vendors (by revenue) and the fastest-growing.

TBR’s Digital Marketing Services Benchmark empowers decision makers on digital marketing services teams to improve their competitive positioning by delivering the information needed to make solid investments in capabilities, go-to-market strategies and partnering tactics. Firms will benefit from the deep company analysis of leading vendors such as Accenture, IBM and Ogilvy & Mather. The analysis includes segment views into Strategy; Creative & Branding; Web, Mobile and Commerce; and Advertising & Analytics. Additionally, the insight includes geographic data analysis, alliance and acquisition strategies and overviews of leading vendors’ go-to-market strategies.

For more information about the Digital Marketing Services Benchmark or to purchase the report, please contact Justin Surgent, marketing coordinator, at 603.758.1871 or justin.surgent(at)tbri(dot)com or James McIlroy, vice president of sales, at 603.758.1813 or mcilroy(at)tbri(dot)com.

ABOUT TBR

Technology Business Research, Inc. is a leading independent technology market research and consulting firm specializing in the business and financial analyses of hardware, software, professional services, telecom and enterprise network vendors, and operators. Serving a global clientele, TBR provides timely and accurate market research and business intelligence in a format that is uniquely tailored to clients’ needs. TBR analysts are available to further address client-specific issues or information needs on an inquiry or proprietary consulting basis.

TBR has been empowering corporate decision makers since 1996. For more information please visit http://www.tbri.com.

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