Gartner Research

Use Product Content in Digital Commerce to Improve Customer Engagement and Conversion

Published: 01 February 2016

ID: G00279464

Analyst(s): Jennifer Polk

Summary

Customers turn to the "digital shelf" for comprehensive and compelling content to help them make purchase decisions. Marketers have an opportunity to lead in this area by using product content to attract, engage and convert buyers. Read this research to learn how.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Design and Deploy a Digital Merchandising Strategy
    • Marketing's Role in Digital Merchandising
    • Recommendation
  • Develop Direct-to-Consumer Digital Commerce Channels
    • Making the Case for Digital Commerce for Manufacturers
    • Optimizing Product Information in Digital Commerce Channels
    • Recommendation

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