Gartner Research

Marketing Technology Enables Your Customer Engagement IT Strategy

Published: 14 October 2013

ID: G00255603

Analyst(s): Kimberly Collins


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



  • 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

Gartner Recommended Reading

©2020 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Purchase this Document

To purchase this document, you will need to register or sign in above

Become a client

Learn how to access this content as a Gartner client.