Gartner Research

Marketing Technology Enables Your Customer Engagement IT Strategy

Published: 14 October 2013

ID: G00255603

Analyst(s): Kimberly Collins

Summary

CIOs should work with the marketing team to determine the engagement models and enabling technologies that best support marketing's strategy. Marketing supports active, emotional, rational and ethical customer engagement through different marketing approaches and technologies.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Active Customer Engagement Requires Technologies for Highly Targeted, Personalized and Context-Aware Marketing
  • Emotional Customer Engagement Requires Technologies for Customer Experience Management and Loyalty Marketing
  • Rational Customer Engagement Requires Social Marketing Technologies
  • Ethical Customer Engagement Requires Technologies to Support Brand Storytelling, Point-of-View Marketing, Content Marketing and Privacy Management

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