Reports

The State of Customer Engagement 2020

Please login or register to download the report

6 November, 2019

The State of Customer Engagement 2020

dotdigital

Customer engagement as a concept has been around for more than a decade. It encapsulates the change in marketing philosophy brought about by three effects of digital media: the rise of marketing automation, the move from one-to-many broadcast marketing to one-to-one conversational commerce, and the proliferation of transactional, programmatic messaging.

This research, based on a survey of just under 700 marketers, found that many organisations struggle to translate the idea of customer engagement into reality in both digital and physical environments, a challenge often exacerbated by the burden of legacy processes and systems. It requires significant organisational change to put the customer at the heart of the organisation, underpinned by investment in marketing technology.

The report, published by London Research in partnership with dotdigital, aims to cast the spotlight on the channels and technologies used by companies for customer engagement, the opportunities for both B2B and B2C marketers to raise their game at a strategic and tactical level, and the differences in attitudes and approaches by geography.

The key findings within this 41-page report include:

  • While businesses have made some progress in the field of customer engagement, there remains much work to do. Siloed organisational structures and unconnected legacy software systems remain the most significant barriers.
  • Despite the rise of automation, the ability to build intelligent automation programmes in response to customer behaviour is not yet on the agenda for many companies surveyed.
  • Personalisation, channel integration, marketing automation and AI are expected to be the key trends in customer engagement over the next five years.

Download the report now to learn more.

Delve deeper into the findings and join the discussion, register for the webinar here.

This report is available free to members, either login to your account or register to access now. Free membership enables full access to our knowledge centre.

Login to DownloadRegister to Download

Recommended reports

See all
2019 Marketing Benchmark Report

2019 Marketing Benchmark Report

Acoustic
Acoustic
Read more
The Forrester Wave™: Cross-Channel Campaign Management (EMSS Modules), Q3 2019

The Forrester Wave™: Cross-Channel Campaign Management (EMSS Modules), Q3 2019

Acoustic
Acoustic
Read more
Customer Data Platform Use Cases for Retail

Customer Data Platform Use Cases for Retail

Acquia
Acquia
Read more
Working with Customer Data: From Collection to Activation 

Working with Customer Data: From Collection to Activation 

Acquia
Acquia
Read more
Digital Maturity Report

Digital Maturity Report

Episerver
Episerver
Read more

Latest reports

See all
E-Commerce Evaluator's Guide

E-Commerce Evaluator's Guide

Episerver
Episerver
Read more
Marketing in a Post-Covid World

Marketing in a Post-Covid World

Mention Me
Mention Me
Read more
The #1 Secret Smashing Your Email Marketing KPIs

The #1 Secret Smashing Your Email Marketing KPIs

Cheetah Digital
Cheetah Digital
Read more
Driving Growth by Turning Acquisition to Advocacy

Driving Growth by Turning Acquisition to Advocacy

Cheetah Digital
Cheetah Digital
Read more
Common Pains of e-commerce Website Migration - and how to avoid them

Common Pains of e-commerce Website Migration - and how to avoid them

Virto Commerce
Virto Commerce
Read more