Gartner Research

Use Five Techniques to Align Multichannel Marketing to Digital Commerce

Published: 18 March 2016

ID: G00292592

Analyst(s): Jennifer Polk

Summary

Marketers face pressure to impact business growth, but they don't always know how to select, synchronize channels and implement tactics to maximize effectiveness. This research offers five techniques to align multichannel marketing to the buying journey and improve digital commerce results.

Table Of Contents

Analysis

  • 1. Use Data-Driven Segments and Personas to Focus on the Buyer
  • 2. Apply Customer Journey Analytics as a Process
  • 3. Sequence Tactics With Event-Triggered Marketing
  • 4. Use Personalization to Enhance Customer Engagement
  • 5. Connect Marketing to Sales Through Distributed Commerce

Gartner Recommended Reading

©2020 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.