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市場調查報告書
商品編碼
2118961

行銷轉型服務市場：市場佔有率分析、產業趨勢與統計、成長預測（2026-2031）

Marketing Transformation Services - Market Share Analysis, Industry Trends & Statistics, Growth Forecasts (2026 - 2031)
出版日期: | 出版商: Mordor Intelligence | 英文 181 Pages | 商品交期: 2-3個工作天內

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簡介目錄

預計行銷轉型服務市場將從 2025 年的 311.1 億美元和 2026 年的 341.2 億美元成長到 2031 年的 554.1 億美元，2026 年至 2031 年的複合年成長率為 10.18%。

轉型服務市場-IMG1

本報告按服務線（包括策略和營運模式轉型、技術和行銷技術轉型）、合作模式（包括企劃為基礎、訂閱制和包月制）、終端用戶行業（包括銀行、金融服務和保險 (BFSI)、零售和電子商務、媒體和娛樂、醫療保健和生命科學）以及地區進行細分。市場預測以美元 (USD) 為單位。

全球行銷轉型服務市場趨勢與洞察

人工智慧主導的行銷營運模式重塑

行銷轉型服務市場正從單一宣傳活動的工具轉向更廣泛的行銷團隊工作方式轉型。一項針對全球約300位行銷長（CMO）的2026年調查顯示，96%的受訪者認為人工智慧是端到端行銷轉型的驅動力，但只有三分之一的受訪者真正實現了人工智慧的深度應用。這種差距為流程設計、團隊職責分類以及人工智慧驅動決策的管理架構建構帶來了挑戰。服務提供者越來越需要協助客戶將先導計畫過渡到可跨多個職能部門運作的營運模式。 2026年4月，德勤與Google雲端合作推出了「代理驅動轉型」實踐，顯示商業性對這種實施需求有著濃厚的興趣。此外，歐洲對人工智慧驅動的行銷內容的透明度要求也擴大了行銷轉型服務市場管治活動的範圍。

對個人化和第一方資料使用的需求

在行銷轉型服務市場，第一方資料項目不僅與隱私合規密切相關，也與商業性執行息息相關。谷歌的研究表明，擁有成熟的第一方數據項目的品牌，在行銷支出相近的情況下，可以實現2.9倍的成長率，並創造1.5倍的額外收入。這種差異不僅在於收集大量數據，更在於有效運用這些數據的能力。因此，資料設計、身分管理和利用流程的重要性日益凸顯。 Supermetrics 2026年的一項調查顯示，38%的行銷決策者將「大規模個人化」列為優先事項，其次是35%的決策者將「即時宣傳活動最佳化」列為優先事項。沙烏地阿拉伯的《個人資料保護法》正在推動中東地區對注重隱私的資料架構的需求不斷成長。

預算壓力與諮詢夥伴精簡

在行銷轉型服務市場，企業負責人正在減少外部合作夥伴的數量，並將業務集中在少數幾個可靠的供應商。 Gartner 報告稱，到 2026 年，行銷預算將佔企業收入的 7.8%，而企業正在將現有資金重新分配給人工智慧，而不是爭取額外的預算。這種格局有利於那些能夠展示跨多個服務專案成果的大規模整合商，同時也給那些無法透過成本、效果保證或內部開發工具來脫穎而出的小規模企業帶來了壓力。採購凍結可能會對那些收入集中於少數大型客戶的供應商造成嚴重影響。儘管客戶仍然優先考慮採用人工智慧，但這種情況可能會減緩行銷轉型服務市場的支出成長。

細分市場分析

到2025年，「策略與營運模式轉型」將佔行銷轉型服務市場規模的26.28%。這一主導地位反映了企業持續致力於行銷技術現代化、客戶資料基礎設施和數位管道的重新設計，以及連接這些管道的營運實踐。在2020年至2022年間，企業在客戶關係管理（CRM）、客戶資料平台和行銷自動化方面的大量投資如今需要人工智慧（AI）能力、更清晰的責任機制和工作流程的重新設計。這促使企業進行後續工作，將架構評估、組織設計、管治和實施規劃結合。策略和營運模式轉型措施仍然至關重要，因為企業需要穩定的數據、清晰的責任機制和可操作的流程，才能在客戶體驗和宣傳活動營運中擴展人工智慧的應用。

「賦能數據、人工智慧和自動化」趨勢預計將在2026年至2031年間以13.21%的複合年成長率成長。企業正從有限的人工智慧任務轉向支援數據利用、內容工作流程、決策和行銷自動化的整合系統。這種轉變需要製定核准、內容品質、資料存取、課責和績效衡量等方面的規則。隨著企業採用可組合架構和原生資料倉儲客戶資料平台，技術和行銷技術轉型仍然至關重要。內容供應鏈和創新自動化也獲得了預算支援。 WPP集團於2026年6月宣布與AWS建立合作關係，在初始部署階段，內容創作時間最多可縮短90%，內容成本最多可降低40%。

區域分析

到2025年，北美將佔據行銷轉型服務市場40.22%的佔有率。該地區受益於大型企業行銷預算的集中、成熟的託管服務基礎設施以及對人工智慧主導的營運模式變革的早期採用。大型企業正與少數策略整合商合作，整合其轉型運營，而中型企業則擴大利用訂閱平台和本地專家。加州的隱私框架正在推動對符合隱私法規的資料使用架構的需求。加拿大和墨西哥是成長型市場，金融服務和零售業是主要買家。

由於合規要求和商業性轉型目標並存，歐洲已成為行銷轉型服務的重要需求中心。歐盟人工智慧法案催生了對行銷營運模式審計和管治重塑的需求，尤其是在德國、法國和英國。德勤和Google雲端於2026年6月在倫敦開設了人工智慧工作室，德勤也承諾為英國1,000名人工智慧和資料工程師提供Gemini企業架構的培訓。這項投資體現了對歐洲市場需求的信心。同時，以巴西為首的南美市場也蓬勃發展，電子商務的成長推動零售和金融服務公司推出基礎性項目。

預計2026年至2031年間，中東地區的行銷轉型服務市場將以12.67%的複合年成長率成長。各國數位轉型計畫和對數位基礎設施的投資正在推動該地區的需求成長。根據一份2026年區域報告，自2021年以來，「沙烏地阿拉伯2030願景」已推動數位基礎設施投資超過64億美元。 2025年，中東和北非地區的數位廣告支出將超過150億美元，其中沙烏地阿拉伯和阿拉伯聯合大公國在該地區處於領先地位。然而，超過30%的沙烏地阿拉伯消費者表示，本地品牌的廣告缺乏文化相關性。非洲市場雖然規模較小，但正透過行動優先的行銷生態系統不斷發展，而亞太地區市場則呈現出多元化的特徵。印度和韓國對人工智慧驅動的個人化服務的需求正在成長，而中國和日本則遵循著不同的監管和實施路徑。

其他好處：

  • Excel格式的市場預測（ME）表
  • 3個月的分析師支持

目錄

第1章：引言

  • 研究假設和市場定義
  • 調查範圍

第2章：調查方法

第3章執行摘要

第4章 市場狀況

  • 市場概覽
  • 市場促進因素
    • 重新設計人工智慧主導的行銷營運模式
    • 對個人化和第一方資料使用的需求
    • 協調全通路旅程的複雜性
    • 證明行銷投資報酬率和生產力的壓力
    • 基於代理的人工智慧管治和內容供應鏈現代化
    • 可組合行銷技術與客戶資料平台倉儲整合週期
  • 市場限制因素
    • 預算壓力和諮詢合約精簡
    • 人工智慧、行銷技術和測量領域人才短缺
    • 集中式預算管理制度延緩了改革項目的批准。
    • 人工智慧搜尋和訊號丟失正在削弱傳統的歸因方法。
  • 宏觀經濟因素對市場的影響
  • 產業價值鏈分析
  • 技術展望
  • 監理情勢
  • 波特五力分析

第5章 市場規模與成長預測

  • 按服務線分類的服務線
    • 策略和商業模式轉型
    • 變革技術與行銷技術
    • 賦能數據、人工智慧和自動化
    • 內容供應鏈與創新自動化
    • 其他服務線
  • 按參與模式
    • 企劃為基礎
    • 訂閱和預付金
    • 託管服務
    • 基於績效和風險分擔的模式
  • 按最終用戶行業分類
    • BFSI
    • 零售與電子商務
    • 媒體與娛樂
    • 醫療保健和生命科學
    • 旅遊與飯店
    • 消費品
    • 其他終端用戶產業（教育、汽車、IT/電信等）
  • 按地區
    • 北美洲
      • 美國
      • 加拿大
      • 墨西哥
    • 南美洲
      • 巴西
      • 阿根廷
      • 智利
      • 其他南美國家
    • 歐洲
      • 德國
      • 英國
      • 法國
      • 義大利
      • 西班牙
      • 其他歐洲國家
    • 亞太地區
      • 中國
      • 日本
      • 印度
      • 韓國
      • 澳洲
      • 其他亞太國家
    • 中東
      • 阿拉伯聯合大公國
      • 沙烏地阿拉伯
      • 卡達
      • 其他中東國家
    • 非洲
      • 南非
      • 埃及
      • 奈及利亞
      • 其他非洲國家

第6章 競爭情勢

  • 市場集中度
  • 策略趨勢
  • 市佔率分析
  • 公司簡介
    • Accenture plc
    • Deloitte Touche Tohmatsu Limited
    • International Business Machines Corporation
    • Capgemini SE
    • Publicis Groupe SA
    • Cognizant Technology Solutions Corporation
    • Infosys Limited
    • Tata Consultancy Services Limited
    • Wipro Limited
    • HCL Technologies Limited
    • Ernst & Young Global Limited
    • KPMG International Limited
    • Concentrix Corporation
    • Genpact Limited
    • Tech Mahindra Limited
    • NTT DATA Group Corporation
    • Slalom, LLC
    • dentsu Group Inc.
    • WPP plc
    • PricewaterhouseCoopers International Limited

第7章 市場機會與未來展望

簡介目錄
Product Code: 101136

According to Mordor Intelligence, the marketing transformation services market size is projected to expand from USD 31.11 billion in 2025 and USD 34.12 billion in 2026 to USD 55.41 billion by 2031, registering a CAGR of 10.18% between 2026 and 2031.

ing Transformation Services Market - IMG1

This report is Segmented by Service Line (Strategy and Operating Model Transformation, Technology and MarTech Transformation, and More), Engagement Model (Project-Based, Subscription and Retainer, and More), End User Industry (BFSI, Retail and E-Commerce, Media and Entertainment, Healthcare and Life Sciences, and More), and Geography. The Market Forecasts are Provided in Terms of Value (USD).

Global Marketing Transformation Services Market Trends and Insights

AI-Led Marketing Operating Model Redesign

The Marketing Transformation Services Market is moving beyond isolated campaign tools toward wider changes in how marketing teams work. A 2026 survey of nearly 300 global CMOs found that 96% viewed AI as a force in end-to-end marketing transformation, although only 1 in 3 had progressed beyond basic uses. This gap creates work around process design, team responsibilities, and controls for AI-supported decisions. Providers are increasingly asked to help clients move pilots into operating models that can run across several functions. Deloitte launched an agentic transformation practice with Google Cloud in April 2026, showing the commercial focus on this implementation need. European transparency requirements for AI-assisted marketing content also widen the scope of governance work in the Marketing Transformation Services Market.

Personalization and First-Party Data Activation Demand

In the Marketing Transformation Services Market, first-party data programs are now tied to commercial execution as well as privacy compliance. Google found that brands with mature first-party data programs can grow 2.9 times faster and generate 1.5 times the return from similar marketing spending. The distinction lies in the ability to activate data, rather than simply collect a larger volume of it. This favors work on data design, identity controls, and activation processes. A 2026 Supermetrics survey reported that 38% of marketing decision-makers prioritized personalization at scale, followed by 35% that prioritized real-time campaign optimization. Saudi Arabia's Personal Data Protection Law is adding demand for privacy-safe data architectures in the Middle East.

Budget Pressure and Consulting Roster Rationalization

In the Marketing Transformation Services Market, enterprise buyers are reducing the number of external partners and directing more work to a smaller group of accountable providers. Gartner reported that marketing budgets were 7.8% of company revenue in 2026 and that organizations were reallocating existing funds to AI rather than receiving additional budget. This structure supports large integrators that can show results across several services. It also pressures smaller practices that cannot differentiate through cost, outcome assurance, or owned tools. Procurement freezes can affect providers heavily when their revenue is concentrated in a limited number of large accounts. These conditions can slow spending in the Marketing Transformation Services Market even as clients continue to prioritize AI adoption.

Other drivers and restraints analyzed in the detailed report include:

  1. Omnichannel Journey Orchestration Complexity
  2. Pressure to Prove Marketing ROI and Productivity
  3. Scarcity of AI, Martech, and Measurement Talent

For complete list of drivers and restraints, kindly check the Table Of Contents.

Segment Analysis

Strategy and Operating Model Transformation accounted for 26.28% of the Marketing Transformation Services Market size in 2025. The leading position reflects continued enterprise work on marketing technology modernization, customer data infrastructure, digital channel redesign, and the operating practices that connect these areas. Many CRM, customer data platform, and marketing automation investments made from 2020 to 2022 now need AI capabilities, clearer ownership, and revised workflows. This creates follow-on work that combines architecture assessment, organization design, governance, and implementation planning. Strategy and operating model work remains central because organizations need stable data, defined responsibilities, and practical processes before they can scale AI use across customer experience and campaign operations.

Data, AI, and Automation Enablement is projected to expand at a 13.21% CAGR between 2026 and 2031. Enterprises are shifting from narrow AI tasks toward connected systems that support data activation, content workflows, decisioning, and marketing automation. This shift requires rules for approvals, content quality, data access, accountability, and performance measurement. Technology and MarTech Transformation remains important as organizations adopt composable architectures and warehouse-native customer data platforms. Content Supply Chain and Creative Automation is also attracting budgets, and WPP's June 2026 AWS collaboration reported up to 90% lower content production time and 40% lower content costs in early deployments

Complete Report Scope:

  • By Service Line
    • Strategy and Operating Model Transformation
    • Technology and MarTech Transformation
    • Data, AI and Automation Enablement
    • Content Supply Chain and Creative Automation
    • Other Service Lines
  • By Engagement Model
    • Project-Based
    • Subscription and Retainer
    • Managed Services
    • Outcome-Based and Risk-Sharing
  • By End User Industry
    • BFSI
    • Retail and E-commerce
    • Media and Entertainment
    • Healthcare and Life Sciences
    • Travel and Hospitality
    • Consumer Goods
    • Other End User Industries (Education, Automotive, and IT and Telecom amongst Others)
  • By Geography
    • North America
      • United States
      • Canada
      • Mexico
    • South America
      • Brazil
      • Argentina
      • Chile
      • Rest of South America
    • Europe
      • Germany
      • United Kingdom
      • France
      • Italy
      • Spain
      • Rest of Europe
    • Asia-Pacific
      • China
      • Japan
      • India
      • South Korea
      • Australia
      • Rest of Asia-Pacific
    • Middle East
      • United Arab Emirates
      • Saudi Arabia
      • Qatar
      • Rest of Middle East
    • Africa
      • South Africa
      • Egypt
      • Nigeria
      • Rest of Africa

Geography Analysis

North America held a 40.22% share in the Marketing Transformation Services Market in 2025. The region benefits from a concentration of large corporate marketing budgets, a mature managed services base, and early adoption of AI-led operating model changes. Large enterprises are consolidating transformation work with fewer strategic integrators, while mid-market companies are more likely to use subscription platforms and regional specialist firms. California's privacy framework is supporting demand for privacy-compliant data activation architecture. Canada and Mexico are growing markets where financial services and retail are major buyers.

Europe is a significant demand center in the Marketing Transformation Services Market because compliance needs sit alongside commercial transformation goals. The EU AI Act is creating demand for marketing operating model audits and governance redesign, particularly in Germany, France, and the UK. Deloitte and Google Cloud launched a London AI Studio in June 2026, and Deloitte committed to training 1,000 UK-based AI and data engineers on Gemini Enterprise architecture. This investment indicates confidence in European demand, while South America, led by Brazil, is developing as e-commerce growth prompts retail and financial services firms to begin foundational programs.

The Middle East is projected to expand at a 12.67% CAGR in the Marketing Transformation Services Market from 2026 to 2031. National digitalization plans and investment in digital infrastructure are supporting demand in the region. Saudi Vision 2030 has supported more than USD 6.4 billion in digital infrastructure investment since 2021, according to the referenced 2026 regional report. Digital advertising spending in the Middle East and North Africa exceeded USD 15 billion in 2025, with Saudi Arabia and the UAE leading the region, while more than 30% of Saudi consumers said local brand advertising lacked cultural relevance. Africa is smaller but developing through mobile-first marketing ecosystems, while Asia-Pacific remains varied, with India and South Korea supporting AI-powered personalization demand and China and Japan following different regulatory and adoption paths.

  1. Accenture plc
  2. Deloitte Touche Tohmatsu Limited
  3. International Business Machines Corporation
  4. Capgemini SE
  5. Publicis Groupe S.A.
  6. Cognizant Technology Solutions Corporation
  7. Infosys Limited
  8. Tata Consultancy Services Limited
  9. Wipro Limited
  10. HCL Technologies Limited
  11. Ernst & Young Global Limited
  12. KPMG International Limited
  13. Concentrix Corporation
  14. Genpact Limited
  15. Tech Mahindra Limited
  16. NTT DATA Group Corporation
  17. Slalom, LLC
  18. dentsu Group Inc.
  19. WPP plc
  20. PricewaterhouseCoopers International Limited

Additional Benefits:

  • The market estimate (ME) sheet in Excel format
  • 3 months of analyst support

TABLE OF CONTENTS

1 INTRODUCTION

  • 1.1 Study Assumptions and Market Definition
  • 1.2 Scope of the Study

2 RESEARCH METHODOLOGY

3 EXECUTIVE SUMMARY

4 MARKET LANDSCAPE

  • 4.1 Market Overview
  • 4.2 Market Drivers
    • 4.2.1 AI-Led Marketing Operating Model Redesign
    • 4.2.2 Personalization and First-Party Data Activation Demand
    • 4.2.3 Omnichannel Journey Orchestration Complexity
    • 4.2.4 Pressure to Prove Marketing ROI and Productivity
    • 4.2.5 Agentic AI Governance and Content Supply Chain Modernization
    • 4.2.6 Composable Martech and CDP-Warehouse Integration Cycles
  • 4.3 Market Restraints
    • 4.3.1 Budget Pressure and Consulting Roster Rationalization
    • 4.3.2 Scarcity of AI, Martech, and Measurement Talent
    • 4.3.3 Centralized Budget Governance Slowing Transformation Approvals
    • 4.3.4 AI Search and Signal Loss Undermining Legacy Attribution
  • 4.4 Impact of Macroeconomic Factors on the Market
  • 4.5 Industry Value-Chain Analysis
  • 4.6 Technology Outlook
  • 4.7 Regulatory Landscape
  • 4.8 Porter's Five Forces Analysis
    • 4.8.1 Threat of New Entrants
    • 4.8.2 Bargaining Power of Suppliers
    • 4.8.3 Bargaining Power of Buyers
    • 4.8.4 Threat of Substitutes
    • 4.8.5 Intensity of Competitive Rivalry

5 MARKET SIZE AND GROWTH FORECASTS (VALUE)

  • 5.1 By Service Line
    • 5.1.1 Strategy and Operating Model Transformation
    • 5.1.2 Technology and MarTech Transformation
    • 5.1.3 Data, AI and Automation Enablement
    • 5.1.4 Content Supply Chain and Creative Automation
    • 5.1.5 Other Service Lines
  • 5.2 By Engagement Model
    • 5.2.1 Project-Based
    • 5.2.2 Subscription and Retainer
    • 5.2.3 Managed Services
    • 5.2.4 Outcome-Based and Risk-Sharing
  • 5.3 By End User Industry
    • 5.3.1 BFSI
    • 5.3.2 Retail and E-commerce
    • 5.3.3 Media and Entertainment
    • 5.3.4 Healthcare and Life Sciences
    • 5.3.5 Travel and Hospitality
    • 5.3.6 Consumer Goods
    • 5.3.7 Other End User Industries (Education, Automotive, and IT and Telecom amongst Others)
  • 5.4 By Geography
    • 5.4.1 North America
      • 5.4.1.1 United States
      • 5.4.1.2 Canada
      • 5.4.1.3 Mexico
    • 5.4.2 South America
      • 5.4.2.1 Brazil
      • 5.4.2.2 Argentina
      • 5.4.2.3 Chile
      • 5.4.2.4 Rest of South America
    • 5.4.3 Europe
      • 5.4.3.1 Germany
      • 5.4.3.2 United Kingdom
      • 5.4.3.3 France
      • 5.4.3.4 Italy
      • 5.4.3.5 Spain
      • 5.4.3.6 Rest of Europe
    • 5.4.4 Asia-Pacific
      • 5.4.4.1 China
      • 5.4.4.2 Japan
      • 5.4.4.3 India
      • 5.4.4.4 South Korea
      • 5.4.4.5 Australia
      • 5.4.4.6 Rest of Asia-Pacific
    • 5.4.5 Middle East
      • 5.4.5.1 United Arab Emirates
      • 5.4.5.2 Saudi Arabia
      • 5.4.5.3 Qatar
      • 5.4.5.4 Rest of Middle East
    • 5.4.6 Africa
      • 5.4.6.1 South Africa
      • 5.4.6.2 Egypt
      • 5.4.6.3 Nigeria
      • 5.4.6.4 Rest of Africa

6 COMPETITIVE LANDSCAPE

  • 6.1 Market Concentration
  • 6.2 Strategic Moves
  • 6.3 Market Share Analysis
  • 6.4 Company Profiles (includes Global Level Overview, Market Level Overview, Core Segments, Financials as available, Strategic Information, Market Rank/Share, Products and Services, Recent Developments)
    • 6.4.1 Accenture plc
    • 6.4.2 Deloitte Touche Tohmatsu Limited
    • 6.4.3 International Business Machines Corporation
    • 6.4.4 Capgemini SE
    • 6.4.5 Publicis Groupe S.A.
    • 6.4.6 Cognizant Technology Solutions Corporation
    • 6.4.7 Infosys Limited
    • 6.4.8 Tata Consultancy Services Limited
    • 6.4.9 Wipro Limited
    • 6.4.10 HCL Technologies Limited
    • 6.4.11 Ernst & Young Global Limited
    • 6.4.12 KPMG International Limited
    • 6.4.13 Concentrix Corporation
    • 6.4.14 Genpact Limited
    • 6.4.15 Tech Mahindra Limited
    • 6.4.16 NTT DATA Group Corporation
    • 6.4.17 Slalom, LLC
    • 6.4.18 dentsu Group Inc.
    • 6.4.19 WPP plc
    • 6.4.20 PricewaterhouseCoopers International Limited

7 MARKET OPPORTUNITIES AND FUTURE OUTLOOK

  • 7.1 White-Space and Unmet-Need Assessment