Gartner Research

Digital Marketers Escalate Investments to Support Commerce Experiences

Published: 11 March 2013

ID: G00245802

Analyst(s): Allen Weiner, Laura McLellan

Summary

Our 2013 digital marketing spending survey covers commerce activities for which marketing is responsible. Learn how much marketers are spending, and what challenges marketing-led commerce experiences are creating, both internally and externally.

Table Of Contents
  • Impacts

Analysis

Impacts and Recommendations

  • Digital marketers that plan to give their commerce activities the largest operating budget increase in 2013 face internal and external challenges to optimize the commerce experience for their customers
    • Internal Challenges
    • External Challenges
  • Outsourcing one-third of digital marketing activities to support the commerce experience fills in the talent and capacity gaps but increases content and data integration issues
  • If a lag in spending on commerce experiences isn't addressed, the pace that organizations move toward digital business will occur slower than most executives wish

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