Gartner Research

How to Build a Digital Commerce Marketing Strategy

Published: 27 March 2015

ID: G00271631

Analyst(s): Jennifer Polk


Digital marketers are increasingly responsible for using a marketing strategy to achieve digital commerce objectives. This research offers a step-by-step guide to help you build a digital commerce marketing strategy from scratch or refine your marketing plan to support digital commerce.

Table Of Contents
  • Key Challenges



  • Assess Your Digital Commerce Offering and Objectives, as Well as Your Digital Marketing Program
    • Assess Your Digital Commerce Offering and Objectives
    • Assess Your Digital Marketing Program
  • Identify the Ideal Buyer and Map the Digital Commerce Experience
    • Use Data to Gain Insight Into Your Digital Customer
    • Map the Digital Commerce Experience
    • Look for Points of Engagement Across Channels
  • Construct Your Strategy Based on Business Goals and Digital Commerce Objectives
    • Choose Marketing Channels and Tactics
    • Determine Strategic and Operational KPIs
    • Determine Resource Needs and Gaps
    • Fill Critical Roles for Marketing Execution
    • Identify and Implement Marketing Technology
    • Develop and Deploy Digital Marketing Content and Tactics
    • Measure Results and Optimize Your Approach
  • Look to Various Sources for Innovative Ideas and Adopt a Test-and-Learn Approach
    • Use Data Analytics for Continual Improvement
    • Test and Learn to Evaluate New Channels and Tactics
    • Review and Update the Digital Commerce Marketing Strategy

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