And only 48% of marketers rate their marketing activities results as good and very good – these are the most interesting outcomes from 2018 European Digital Marketing Survey performed by SALESmanago among marketers across Europe. The least used technologies are Machine Learning & AI and bots and among the most overrated techniques there are SEO, paid online promotions and company blogs. 63% of marketers as the main challenge recognize lead generation.
“Despite the fact that more and more marketing people get promoted to company boards, the reality is that most marketing departments still struggle to be recognized as important players in organizations.” – says Greg Blazewicz, CEO of SALESmanago, European fastest growing marketing automation platform. “In my opinion, to achieve this recognition they need to switch from strategies aiming at acquisition of new customers to mastering relationships with their current clients by using all types of customer data”.
Other interesting outcomes from the survey:
- 38% of marketers use Google Analytics to measure overall performance of digital marketing
- 42% of marketers plan to modify marketing strategies to respond to the technological change
- 38% of marketers claim email marketing to be the main channel of customer communication
- 60% of marketers plan to improve personalization strategies in the coming months
Full report from the survey is available at http://blog.salesmanago.com/salesmanago-2/european-digital-marketing-survey-2018/
The survey was conducted in May 2018. The questionnaire was filled by nearly 350 marketers from the European countries.
SALESmanago is a cloud AI & Machine Learning powered marketing automation platform used by over 10 000 companies in 40 countries including Lacoste, Yves Rocher, Starbucks and huge number of Small & Medium Businesses. In Financial Times Fast 1000, SALESmanago is ranked #26 fastest growing company in Europe and fastest growing European martech platform.
SALESmanago customers build complete behavioural and transactional profiles of over 500 million customers and use this data to personalize marketing in all channels including email marketing, dynamic website content, mobile, social media, ad networks and direct sales. tec
The company employs 200 people and is headquartered in Krakow, Poland with sales offices in Berlin, New York and London. SALESmanago has a global network of over 1000 resellers. It is financially backed by 3TS Capital partners, a Vienna based Venture Capital company.