Gartner Research

Multichannel Marketing Survey Reveals Strong Push Into Real Time

Published: 14 May 2015

ID: G00277447

Analyst(s): Adam Sarner , Laura McLellan


Multichannel marketers should review three findings based on preliminary survey results from 220 respondents headquartered in North America and the U.K. You'll see strong investment for real-time capabilities in multichannel marketing and the dominant role social media plays in the customer journey.

Table Of Contents


  • Finding 1. Investment Priorities for Multichannel Marketing Are Weighted Toward Real-Time Strategies and Scalable Automation
    • Event-Triggered Marketing Techniques Are Seen as Precursors to Real-Time, Personalized Multichannel Marketing
    • Multichannel Marketers Support Investments in Real-Time Channels Using Multiple Approaches
  • Finding 2. Social Media Plays a Large Role in the Buy Stage of the Multichannel Customer Journey
    • Investment in Social Media Channels Topped All Other Channels, Both Traditional and Digital, Over Direct Mail and the Website
  • Finding 3. Selection of Marketing Channels Is Based on the Audiences That Multichannel Marketers Are Targeting, Rather Than Cost Savings and Measurement
  • What You Need to Know

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