Gartner Research

Marketers Adapt to Evolving Role in Digital Commerce

Published: 28 April 2016

ID: G00296527

Analyst(s): Jennifer Polk


Marketing's role in digital commerce continues to evolve due to mounting expectations, expanding responsibilities and emerging areas of expertise. Marketers are adapting their strategies, skills and teams to deliver digital commerce results.

Table Of Contents


  • Build Experiences That Contribute to the P&L
    • What to Do Next
  • Increase Use and Understanding of Customer Data and Technology
    • What to Do Next
  • Expand Marketing Responsibility Into Adjacent Functions
    • What to Do Next

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