Gartner Research

Update Your Marketing Playbook to Have a Greater Impact on Digital Commerce

Published: 02 October 2014

ID: G00266093

Analyst(s): Jennifer Polk


Gartner's survey shows marketers' digital commerce responsibilities are expanding beyond campaigns, advertising and promotions into leadership, strategy and P&L ownership. Use this research to find out where to focus to maximize digital commerce results.

Table Of Contents


  • Marketers Are Gaining Responsibility for Digital Commerce
  • Marketers Will Need More Skills and More Collaboration With Other Roles
  • Learn Best Practices From Others in Your Industry and Outside It

Research Highlights

  • Overall Findings About Marketing's Role in Digital Commerce
  • Industry-Specific Findings About Digital Commerce Marketing
  • Mobile and Social Commerce as Paths to Revenue Growth

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