Gartner Research

Use Content to Attract, Engage and Convert in Digital Commerce

Published: 17 September 2015

ID: G00271651

Analyst(s): Kirsten Newbold-Knipp, Jake Sorofman

Summary

A critical challenge all digital commerce marketers face is finding new, cost-effective ways to deliver revenue as advertising costs and price competition rise. This note contains practical advice and examples to help you win over shoppers and drive commerce results with great content strategy.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Attract: Make Helpful and Informative Content, Not Discounts, the Centerpiece of Awareness Efforts That Will Attract Targeted Buyers to Your Brand
    • Helpful and Informative Content Attracts at Sephora and Zenni
    • Fun and Inspiring Content Attracts at Topshop and West Elm
  • Engage: Deliver Immersive Digital Content Experiences That Inspire Desire and Help Shoppers Envision Your Products in the Context of Their Daily Lives
    • Inspiring Desire With Content at Starwood and Vera Bradley
    • Showcasing Possibilities and Solving Problems With Content at The Home Depot, Lowe's and Kraft
  • Convert: Increase Conversion Opportunities and Rates by Infusing More Moments of Truth With Helpful or Engaging Material to Overcome Buyer Objections and Increase Sales
    • Wanted Shoes, West Elm and Target Hit Their Marks

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