Incorporating evolving or proven strategies into a marketing program is a constant challenge for companies of all sizes, regardless of budget and resources. The increasing focus on digital media, localization and personal relevance further complicates execution. This evolving state requires a focus on “real-time marketing” that is centered upon consumer behavior, with different action items prepared for the reaction of a target audience, with an omni-channel approach. Distributed marketing and sales teams entering new territories or new channels often face these challenges.
It is difficult to capitalize on marketing and advertising opportunities because of limited resources, skill sets and complexity. When brands attempt to handle all elements related to local marketing execution in-house, the tasks often distract internal personnel and resources from their strategic goals, resulting in time management challenges and failure to focus on core business needs.
For these reasons and more, Marketing as a Service (MaaS) has emerged as a concept that fills in the gaps for brands seeking assistance in developing marketing strategies, creating campaigns and executing of projects.