Gartner Research

Multichannel Marketing Effectiveness Survey 2017: U.K. Marketers Are Upbeat, but Must Deliver Business Results

Published: 30 January 2018

ID: G00333804

Analyst(s): Ewan McIntyre

Summary

Marketing leaders in the U.K. are confident in their multichannel marketing capabilities. This certainty must be matched by a cost-effective approach, an eye toward coming data regulation changes and demonstrable business results. Use this research to stay relevant as U.K. channel marketing evolves.

Table Of Contents
  • Key Findings

Survey Objective

Data Insights

  • Finding 1: U.K. Marketers Report Highly Evolved Multichannel Capabilities, but Does the Talent Match the Martech Investment?
    • Recommendations
  • Finding 2: Relevance and Cost-Effectiveness Trump Conversion and Measurability in U.K. Marketers' Channel Priorities
    • Recommendations
  • Finding 3: Social Marketing and Website Channels Pervade U.K. Customer Journeys, but Marketers Risk Confusing Paid and Organic Effectiveness
    • Recommendations
  • Finding 4: Social Marketing and Digital Advertising Are Top U.K. Spend Priorities, Accounting for 20% of the Marketing Expense Budget
    • Recommendations
  • Finding 5: U.K. Marketers Are Shifting Rapidly Toward Automated, Personalized Customer Interactions in Real Time
    • Recommendations
  • Finding 6: U.K. Marketers Shrug Off GDPR, Instead Focusing on the Challenges of Data to Fuel Segmentation
    • Recommendations
  • Methodology

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