According to Gartner research, European marketers report lower martech adoption than their North American counterparts. In a new article for TheDrum, GartnerMKTG analyst Mike Froggatt shares how European marketers can close the gap. Learn more:
When it comes to martech, marketers face similar challenges no matter where they’re based. But despite higher investment levels in marketing technology, the latest Marketing Technology survey from Gartner found that European marketers reported lower adoption than their North American counterparts, at 38% versus 45% respectively. While the adoption of martech increased last year, critical implementation gaps remain.
Stringent data privacy regulations may have hindered Europe’s martech adoption, but they have also paved the path for Europe to lead the pack in identity resolution solutions. 69% of European marketing leaders reported adopting IDR solutions, peaking at 73% in the UK. Compare this with just 61% IDR adoption in the US and the impact of data privacy on marketing technology decisions is clear.
Marketers in Europe rank user adoption of technology over time as their top metric, followed by top-line revenue or profit and lead quality. In comparison, marketers in the US ranked efficiency as their top metric, followed by top-line revenue or profit and the ROI of individual technologies.
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