OXFORD, England, August 10, 2016 /PRNewswire/ --
Research uncovers complexities of Marketing Automation in Europe
Marketing automation in Europe is not a one-size-fits-all approach, companies have unique challenges, sales cycles are longer and more complex, finds Forrester's July, 2016 report Vendor Landscape: European Marketing Automation Vendors, 2016 Forrester Research, Inc.
Following another Forrester survey last year that found the most pressing issue for 50% of European marketers is that they "don't have the right technology", things have moved on and now European companies have stronger plans to invest in marketing software than their North American peers.
However, significant differences remain between the European and North American markets and it's important that brands understand these to ensure they engage with the right providers. For example, European businesses: have more federated marketing organisations with fragmented target markets; rely heavily on channel partners; focus on relationship marketing ; must comply with complex data security and privacy regulations making large-scale automation difficult.
Local marketing automation vendors are flourishing in Europe and often provide unique solutions that successfully address the specific needs of European marketers. Forrester identifies these vendors in the report - Adestra being one. The report states that Adestra "provides a SaaS-based email marketing platform that incorporates advisory services through in-app live chat, fast phone, and email response. The solution is well suited for small and medium-size businesses, but the vendor's customization features and service offering mean it is also successful with enterprise clients, especially those marketing departments that lack the skills to take full advantage of the benefits of the technology solutionsavailable to them."
Forrester's report goes on to explain that companies need to plan for systems integration. Marketers aren't going to buy everything they need from one vendor, whether international or country-specific. To get the most out of their technology capabilities and investment, marketers should:
- Ensure coverage across systems of insight and engagement - then identify where they can either eliminate or integrate functionality
- Create a shortlist of vendors for strategic partnerships - this is of particular importance when North American vendors are marketing in Europe; they often fail to prepare their local partnerships.
- Collaborate with tech management now - or regret it later - choose, implement, and integrate enterprise marketing technology components.
Henry Hyder-Smith, CEO at Adestra comments: "We're pleased to have been included in this important Forrester report. We believe it highlights the idiosyncrasies of marketing automation in the European and North American markets - in both of which we operate and provide services to a range of well-known brands. It's essential for today's marketers to research potential automation and integration providers and check their geographic as well as technical capabilities."
It's no surprise companies have difficulty implementing automation projects. For example, the Econsultancy/Adestra Email Marketing Industry Census 2016 found only 7% experience very successful implementation programmes. The advice is to take a long term view and make incremental steps to build it into your strategy, one programme at a time.
The key point here is to ensure a provider can integrate with other parts of a company's marketing stack, now and into the future, while focusing on the individual characteristics of their market.
Adestra is a worldwide provider of one-to-one email and lifecycle marketing solutions for global and growing brands.
The company's unique, industry-leading email platform provides a powerful infrastructure for contextual messaging, helping marketers communicate more effectively with their customers and subscribers. Its flexible structure and open integration architecture allows businesses to connect disparate technology platforms to create a seamless customer journey.
Along with a best-of-breed platform to execute marketing automation, Adestra was founded on the principle that marketing success takes more than technology, which is why customer service is at the heart of its business. Adestra was a winner of the 2014 Customer Focus Award from the Customer Service Institute, and continues to maintain one of the highest customer retention rates in the industry.
Established in 2004, Adestra has offices in Oxford, U.K., London, Dallas, New York and Sydney. For more information, please visit http://www.adestra.com.