Technology’s role in transforming marketing cannot be understated. Digital channels, automation and a multitude of platforms have helped expand the marketer’s role, requiring expanded skillsets and increased IT investments for successful execution of marketing plans. Yet most marketing teams remain understaffed and overburdened. It is in this environment that marketing as a service (MaaS) has emerged.
Research firm IDC defines MaaS as a bundle of technology and marketing services that enable world-class digital marketing capabilities to be outsourced. MaaS combines marketing infrastructure, IT and data management services, and creative and execution services into a single offering. IDC predicts that by 2020, 33 percent of CMOs will outsource some digital marketing activities via MaaS.