Gartner Research

Multichannel Marketing Survey 2019: Marketers Reorient Programs Around Customer Insights

Published: 25 March 2019

ID: G00387818

Analyst(s): Charles Golvin , Noah Elkin

Summary

Marketing leaders focused on multichannel marketing emphasize customer and channel insights as the basis for personalized engagements that help customers achieve their goals and build trust through transparency. Advance the organization’s multichannel marketing by connecting execution to CX goals.

Table Of Contents

Survey Objective

Data Insights

  • Finding No. 1: Multichannel Marketers Emphasize Top-of-Funnel Objectives Over Customer-Relationship-Building Goals
    • Advanced Multichannel Marketers Focus on Developing Long-Term Customer Relationships
  • Finding No. 2: Effectively Harnessing Customer Data Underlies Multichannel Marketers’ Greatest Challenges
  • Finding No. 3: Customer-Centric Marketers Orchestrate More Multidimensional Multichannel Marketing Programs
  • Finding No. 4: Customer Data Management Is the New Competitive Battlefield
  • Finding No. 5: Data Security and Privacy Compliance Is a Constraint on Business but Empowering to Customers
  • Finding No. 6: Marketers Embrace Data Transparency
    • Over One-Quarter of Marketers Are Part of An Emerging Cohort of “Data Stewards”
  • Finding No. 7: Event-Triggered Multichannel Marketing Finds an Audience
  • Finding No. 8: Marketers Still Need to Make the Case for Real-Time Engagement
  • Finding No. 9: Marketers Are More Likely to Measure Multichannel Effectiveness by Customer Satisfaction Than Any Channel-Specific Metric
  • Finding No. 10: Customer Focus Correlates With Better Business Results
  • Methodology
  • Definitions

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