Gartner Research

European Martech Adoption and Effectiveness: Key Insights

Published: 18 April 2023

Summary

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.

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Overview

Key Findings
  • 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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Analysts:

Mike Froggatt

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