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
Practical Applications of AI to Prioritize for Your DXP

Practical Applications of AI to Prioritize for Your DXP

Progress
Progress
Read more
CX Trends Report: Digital Experiences in Disruptive Times

CX Trends Report: Digital Experiences in Disruptive Times

Acquia
Acquia
Read more
Who Are Your Best Customers? Rethinking Customer Loyalty in a Digital-First World

Who Are Your Best Customers? Rethinking Customer Loyalty in a Digital-First World

Acquia
Acquia
Read more
Drive Engagement Around Your Offerings

Drive Engagement Around Your Offerings

Act-On Software
Act-On Software
Read more
How to Automate Your Marketing With a CRM System

How to Automate Your Marketing With a CRM System

Act-On
Act-On Software
Read more

Latest reports

See all
Reviewing Agency Business Processes

Reviewing Agency Business Processes

Tangram
Tangram
Read more
When is it Time to Switch up to an Integrated Platform?

When is it Time to Switch up to an Integrated Platform?

Tangram
Tangram
Read more
Managing Your Changing Workforce

Managing Your Changing Workforce

Tangram
Tangram
Read more
How Agency Processes are Evolving & What it Means for Agency Technology

How Agency Processes are Evolving & What it Means for Agency Technology

Tangram
Tangram
Read more