The Battle for the Service Layer & the Key Contenders
The service layer is arguably the most competitive segment of digital marketing right now. A bunch of macro and micro trends are transforming the relationship between the marketer and its service provider.
The convergence of ad tech and martech, the move towards a customer-first world, and the increasing importance of tech and data in the marketing function, has created a new whitespace where agencies, consultancies, and specialist solution providers are all fighting to own the marketer relationship.
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