Gartner Research

Why Every Marketer Is a Digital Commerce Marketer

Published: 21 July 2016

ID: G00308761

Analyst(s): Jennifer Polk

Summary

Marketing leaders face mounting pressure to deliver bottom-line results, and digital commerce is increasingly the growth catalyst. B2C and B2B marketers can capitalize on four digital commerce best practices to link marketing wins directly to business results.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Make Customer Insights Your Top Priority
    • Focus on the Buyer
    • Uncover and Adapt to the Customer Buying Journey
    • Personalize Customer Engagement
  • Ground Every Marketing Decision in Data
    • Use Events to Trigger Marketing Tactics
    • How B2C and B2B Companies Could Use Events to Trigger Marketing Tactics
  • Collaborate With Important Peer Stakeholders
    • Lean Into Technology and Data Decisions
    • Invest in Digital Commerce Innovation
  • Connect Marketing Spend to Business Outcomes
    • Align Marketing Objectives to Business Goals

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