Gartner Research

Use Five Techniques to Align Multichannel Marketing to Digital Commerce

Published: 18 March 2016

ID: G00292592

Analyst(s): Jennifer Polk


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


  • 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

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