Gartner Research

Advance Your Promotional Strategy to Compete on the Customer Experience

Published: 10 October 2013

ID: G00255656

Analyst(s): Julie Hopkins , Richard Fouts

Summary

Blasting communications to the masses is a promotional strategy whose time is up. To compete, today's digital marketers must offer useful, usable and engaging experiences that guide buyers down a more relevant, personalized path to purchase. Use our framework to guide you down the path to maturity.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Learn the Five Levels of Maturity for Promotional Strategy
    • Level 1: Strictly Marcom
    • Level 2: Mass Marketing
    • Level 3: Campaign Launch Machine
    • Level 4: Synchronized Multichannel
    • Level 5: Differentiated Buyer Experiences
  • How to Evolve Your Promotional Strategy
    • Go From Strictly Marcom to Mass Marketing
    • Go From Mass Marketing to Campaign Launch Machine
    • Go From Campaign Launch Machine to Synchronized Multichannel
    • Go From Synchronized Multichannel to Differentiated Buyer Experience

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