The 2020 State of Customer Engagement | Report by London Research

Digital Marketing Researches & Reports

The State of Customer Engagement, 2020 | London Research

Digital Marketing | Global

Customer engagement is now a familiar concept for marketers, rooted in the need for better connections and longer-lasting relationships to build strong brands and drive commercial success.
Marketing automation enables companies to make intelligent, smart decisions that are backed up by comprehensive and detailed data. Automation delivers campaigns with maximum impact and relevance, freeing up marketers to focus on other critical tasks.
Adopting a customer engagement-based approach is not simple. It requires a significant organizational change to put the customer at the heart of the organization, underpinned by investment in marketing technology,
marketing studies have shown time and again that consumers respond more favorably to personalized messages than to mass promotions

The Key Findings of “The State of Customer Engagement, 2020” Report:

  • Email marketing platforms are ranked as the most used technology for customer engagement by surveyed companies with a rate of 79%.
  • 73% of surveyed B2b marketers reported that they measure the impact of customer engagement activities by the increase in sales.
  • 95% of surveyed companies mentioned that they engage with their customers through their website.
  • Social media is ranked as the most-used channel for building visibility and awareness by surveyed companies with a rate of 59%.
  • Websites are ranked as the most effective method used for list acquisition by surveyed companies with a rate of 58%.
  • Email is ranked as the most effective channel for engagement and lead nurturing by surveyed companies with a rate of 68%.
  • Websites are ranked as the most-used channel for conversion into customers by surveyed companies with a rate of 55%.
  • Email is ranked as an effective channel by surveyed companies for customer retention and loyalty with a rate of 71%.
  • Welcome programs are ranked as the most used automated marketing campaigns with a rate of 45%.
  • Personalization and relevance are ranked as the most important customer engagement-related trend for businesses in the next five years by surveyed companies with a rate of 25%.
  • Analytics and reporting are ranked as the most critical important capabilities for an email marketing platform with a rate of 75%.
Channels that companies use for engaging with customers the most in 2019

A Graph Shows The Most Used Channels by Companies For Engaging With Customers.

The Content of “The State of Customer Engagement, 2020” Report:

  • Foreword
  • Executive summary
  • Methodology
  • Importance of customer engagement
  • Use of different channels for customer engagement
  • How the right marketing technology platform underpins success
  • Use of automated marketing campaigns
  • AI-driven personalization
  • Finding the right vendor
  • Customer engagement considerations and tactics for B2C and B2B
  • Regional differences: how customer engagement varies by geography
  • Conclusions
  • Appendix 1: Respondent profiles
  • Appendix 2: Additional charts

Number of Pages:

  • 41


  • Free


The State of Customer Engagement 2020 report is based on a global survey of 689 marketing professionals carried out in July 2019. The survey was publicized by London Research, its sister company Digital Doughnut and associated LinkedIn groups. dotdigital, the research sponsor, also promoted the survey to its database of marketing professionals.

London Research

London Research, is a part of Communitize Ltd, is a sister company to Digital Doughnut, the world's largest community of marketers and digital professionals. They are based in London, but their approach is very much international.London Research produces content to help power B2B brand marketing and lead generation activities. They work with technology companies and agencies seeking to tell a compelling story based on thorough research and insightful data points.London Research supports companies to build and cement their brand reputation while engaging stakeholders and prospects, generating high-quality leads and offering better decisions.

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