To investigate the use of contextual marketing in Europe, The EIU conducted a survey of west European chief marketing officers, 50% of whom were from retail companies, as well as interviews with a series of marketing executives from across the region.
Our research identified that west European retailers, like their peers in other sectors, are eager to build a deeper understanding of, and engagement with, existing customers and to make their interactions with prospects more relevant. They are more likely than companies in other industries to collect contextual information through channels such as social media and mobile apps, which have the potential to provide deeper contextual insights than older digital channels.
