Gartner Research

How Digital Marketing Activities Support Digital Commerce

Published: 30 September 2014

ID: G00266864

Analyst(s): Jennifer Polk , Aparna Bajaj


Marketers are shifting priorities and budgets to digital marketing activities that support digital commerce. Gartner's survey reveals what activities they're focusing on and where you can prioritize to impact your digital commerce results.

Table Of Contents

Survey Objective

Data Insights

  • Finding No. 1: 66% of marketing-led teams are now responsible for setting the marketing technology strategy to support digital commerce
  • Finding No. 2: Traditional and digital promotions make up 34% of marketing spending on digital commerce
  • Finding No. 3: 26% of companies measure the success of marketing's efforts in digital commerce in terms of revenue
  • Finding No. 4: Marketers spend 21% of their budget to support digital commerce, but there is no one-size-fits-all marketing solution
  • Methodology
    • Demographics
  • Definitions Used in Survey

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