Gartner Research

Digital Channel Survey 2016: What Digital Commerce Marketers Need to Know — Spotlight on Social and Mobile

Published: 30 August 2016

ID: G00308845

Analyst(s): Kirsten Newbold-Knipp

Summary

The website remains the most effective marketing channel for all stages of the digital commerce customer journey, with social media ranked a close second. Marketers must continue to invest in enhancing web experiences while optimizing spend on social and mobile tactics that yield the best results.

Table Of Contents

Survey Objective

Data Insights

  • Digital Commerce Marketers Are Highly Engaged in Setting Strategy and Owning the P&L, Followed Closely by Sales or Business Unit Leadership
  • The Website Is the Leading Channel for Awareness and Advocacy, Followed by Social Media, With Email Marketing Trailing Events in Nearly Every Stage of the Customer Journey
  • Social Sites Drive Traffic, Not Conversion, While Ratings and Reviews Rank as Highly Effective in Delivering Digital Commerce Results
  • Online-to-Offline Mobile Connection Technologies (Beacons, QR Codes, NFC) Lag in Adoption and Performance Compared to Well-Known Digital Tactics Adapted for Mobile
  • Mobile Marketing Investment Priorities Differ Greatly Between Digital Commerce Marketers and Those at Brands That Don't Track Commerce Revenue
  • Methodology
  • Definitions

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