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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.