Gartner Research

How to Build a Marketing Strategy for Digital Commerce

Published: 16 March 2017

ID: G00310267

Analyst(s): Jennifer Polk

Summary

Marketing leaders with digital commerce responsibilities must adapt from a plan for building awareness to a blueprint for delivering digital commerce results. Marketers must build a strategy to drive online acquisition, conversion and profitable revenue growth.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Build Data-Driven Segments to Target Online Buyers
    • Target Existing Customers or Lookalikes
    • Target a Different Type of Customers
  • Adopt Performance Marketing and Direct Response Tactics
    • Web
    • Mobile Marketing
    • Loyalty Marketing
    • Partner/Channel (Affiliate) Marketing
    • Email and Content Marketing
    • Budget for Performance Marketing and Direct Response
  • Orchestrate, Test and Optimize Based on Commerce Goals
    • Build and Refine Campaign Targets
    • Use Real-Time Behavior to Design Event-Triggered Marketing
    • Apply Predictive Analytics to Enable Dynamic Personalization
  • Connect Customers to Commerce Along Their Journey

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