Gartner Research

Multichannel Marketing Survey 2019: Marketers Reorient Programs Around Customer Insights

Published: 25 March 2019

ID: G00387818

Analyst(s): Charles Golvin , Noah Elkin


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

Gartner Recommended Reading

©2021 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.