Thanks to digital transformation, an explosion of marketing automation technology and breakthroughs in the tracking of customer behavior, there's suddenly soaring demand for marketing-based consulting services.
A March 2016 Wall Street Journal headline contained a stern warning for traditional advertising agencies: "Consultants Targeting Madison Avenue's Turf." The article listed the latest round of creative agencies snapped up by Deloitte, PwC, IBM and others. Consulting firms, according to the article, "increasingly are targeting the Chief Marketing Officer as the marketing segment of the C-suite is becoming more responsible for the overall customer experience. The consultants are sharpening and building out their creative credentials."
