Published: 18 April 2023
Marketing technology leaders in Europe face challenges in digital marketing similar to those of their counterparts in North America, but with tighter regulation regarding personal data. As a result, adoption of tech solutions increased in 2022, but critical implementation gaps remain.
Despite higher investment levels in marketing technology, Europe respondents to the 2022 Gartner Marketing and Communications Technology Survey reported lower adoption than their North America counterparts, at38% versus 45%, respectively.
Critical marketing technology gaps remain, especially when it comes to collaborating with sales and generating profit. Twenty-five percent of respondents in Europe ranked supporting sales, profit and cost-effectiveness as the biggest gap in their martech capabilities.
Taken together, one would expect martech leaders in Europe to find their martech investment inefficient at best, but 88% of survey respondents reported that their marketing technology stack is completely effective in supporting their
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