Gartner Research

Multichannel Marketing Survey Reveals Strong Push Into Real Time

Published: 14 May 2015

ID: G00277447

Analyst(s): Adam Sarner , Laura McLellan

Summary

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

Analysis

  • 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

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?

Become a client

Learn how to access this content as a Gartner client.