Gartner Research

Digital Commerce Primer for 2016

Published: 25 January 2016

ID: G00293088

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

Summary

Digital commerce is a significant portion of total revenue and is poised for double-digit growth. It touches every industry, company and function. Marketing is no exception. Whether or not digital commerce is in your title or you own the P&L, every marketer is a digital commerce marketer.

Table Of Contents

Scope

Analysis

  • Top Challenges and How Gartner Can Help
    • What is marketing's role in digital commerce?
    • What marketing channels and tactics should we use to reach digital commerce goals?
    • How do we personalize digital marketing and digital commerce?
    • How do we organize marketing teams to support digital commerce?
    • How are changing customer behavior and expectations shaping digital commerce innovation?

Related Priorities

  • Suggested First Steps
  • Essential Reading
  • Tools and Toolkits

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