MARKETING AUTOMATION: Technology adoption in European markets

Marketing automation technology has a foothold in the US, yet European marketers have so far been slower to explore its benefits. Claire Weekes investigates its future on the agenda of marketers on this side of the pond.

In the UK, marketing automation still has a way to go in becoming standard practice. When you consider that the leading vendors in the sector are all US-based this perhaps isn’t so hard to understand – trends that begin in one territory take time to cross to another, after all.