Gartner Research

How to Build a Digital Commerce Marketing Strategy

Published: 27 March 2015

ID: G00271631

Analyst(s): Jennifer Polk

Summary

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

Introduction

Analysis

  • 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

Gartner Recommended Reading

©2019 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.