Upcoming ISG Provider Lens™ report will evaluate digital tools and services for analyzing trends, reaching customers and maximizing results as buying behaviors change rapidly

Information Services Group (ISG) (Nasdaq: III), a leading global technology research and advisory firm, has launched a research study examining providers of marketing technology (MarTech), which is helping enterprises respond to recent and rapid changes in consumer behavior triggered by the COVID-19 pandemic.

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“MarTech providers help enterprises combine the creativity of marketing professionals with digital tools and methodologies, such as design thinking and agile processes, to build new approaches for changing conditions.”

The study results will be published in a comprehensive ISG Provider Lens™ report, called MarTech Service Providers 2022, scheduled to be released in June. The report will cover companies offering a range of technologies and services to help companies take advantage of digital marketing, including strategic services, digital advertising and content capabilities, data analytics and more.

Enterprise buyers will be able to use information from the report to evaluate their current vendor relationships, potential new engagements and available offerings, while ISG advisors use the information to recommend providers to the firm’s buy-side clients.

Companies have begun to face a new kind of consumer in the past several months as habits and lifestyles change and the need for personalization and immediacy grow, ISG says. Though each region has been affected differently by the pandemic, all have seen transformations in consumer behavior that require enterprises to adapt.

“Top companies around the globe already are using MarTech for competitive advantage in marketing products, as well as in hiring employees,” said Jan Erik Aase, partner and global leader, ISG Provider Lens Research. “MarTech providers help enterprises combine the creativity of marketing professionals with digital tools and methodologies, such as design thinking and agile processes, to build new approaches for changing conditions.”

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