Gartner Research

Survey Analysis: How Leaders Manage Their Multichannel Marketing Activities

Published: 12 October 2015

ID: G00277440

Analyst(s): Mike McGuire , Adam Sarner

Summary

Leaders in multichannel marketing are laying the groundwork to capitalize on personalized real-time moments of engagement with customers and prospects, while learners and laggards are not as prepared to move past broad-based campaigns. Multichannel marketers can use this research to assess maturity.

Table Of Contents

Survey Objective

Data Insights

  • Finding 1 — Multichannel Marketing Leaders Are Focused on Responding to Real-Time Moments, While Learners and Laggards Work Toward Linking Channels
  • Finding 2 — Leaders Have Realistic Assessments on Their Real-Time Capabilities, and Make Automation a Priority for Future Investments
  • Finding 3 — Multichannel Marketing Leaders Rely More on Their Internal Analysis Than Their Agencies to Understand Audiences and Use Internal Resources to Localize Marketing Initiatives
  • Finding 4 — Multichannel Marketing Leaders Use Digital Channels at Every Stage of the Buying Journey More Effectively Than Others, and Are More Likely to Use a Combination of Offline and Online Techniques to Create High-Touch, Optimal Postsales Customer Experiences
  • Methodology

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