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ARMONK, N.Y. - 07 Nov 2012: IBM (NYSE: IBM) today announced that it has been positioned by Gartner, Inc. as a leader in the Magic Quadrant for Digital Marketing (DM) Agencies.1
The new report places IBM Interactive in the Leaders Quadrant, as measured by completeness of vision and execution ability. According to Gartner, Leaders in this market have a broad representation of all competencies, from strategic services (whereby they also provide business strategy) to technology, experience design and marketing effectiveness. Leaders have evolved from the producer model, staffing their program management competency with PMI-certified professionals. While Leaders have attributes of fast followers, they also invest their own R&D dollars to set market direction. As a result, Leaders are the providers to watch as you try to understand how new offerings might evolve.
The providers in this segment also have the ability to populate engagements from a global resource versus drawing on talent in the client's geography or global region. Leaders have also remained viable, despite a challenging global economy. Leaders go beyond the promotional P of marketing, and they often show up on competitive bids outside their primary sector (for example, management consulting, production ideation and product development). Hence, Leaders are often referred to as crossover firms. Leaders also help today's Chief Marketing Officers (CMOs) develop digital marketing platforms for the future, versus one-off.
IBM Interactive, a leading agency within IBM specializing in digital marketing services, builds superior customer experiences across mobile, online and social channels. With the dramatic rise of digital technologies, many businesses struggle to apply technology effectively to connect with audiences in a personalized manner. IBM helps businesses address this need by taking a customer-centric approach to engagement to deliver improved consumer experiences.
“In a world in which information becomes the basis of important decisions, it is critical for businesses to use data to deliver differentiated services,” said Adam Klaber, Managing Partner, New Markets, IBM Global Business Services. “IBM is helping CMOs and CIOs collaborate in unifying their online and offline strategies."
Deepening its efforts to serve the CMO audience, IBM recently announced new services to help CMOs and CIOs build and expand their digital marketing presence. Through this effort, IBM is enabling businesses to create more personalized interactions.
Separately, IBM Global Business Services was also positioned as a leader in Gartner's “Magic Quadrant for CRM Service Providers, Worldwide." 2
For more information on IBM Interactive, visit: http://www.ibminteractive.com/
Gartner does not endorse any vendor, product or service depicted in its research publications, and does not advise technology users to select only those vendors with the highest ratings. Gartner research publications consist of the opinions of Gartner's research organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.
1 Gartner “[Magic Quadrant for Digital Marketing Agencies]” by Richard Fouts, Adam Sarner & Andrew Frank. October 17, 2012 G00230499
2 Gartner “[Magic Quadrant for CRM Service Providers, Worldwide]”– Patrick J. Sullivan and Ed Thompson, September 20, 2012 G00238208
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