Gartner Research

Use Content to Attract, Engage and Convert in Digital Commerce

Published: 01 May 2017

ID: G00320319

Analyst(s): Kirsten Newbold-Knipp


Marketing leaders face the critical challenge of finding new, cost-effective ways to deliver digital commerce results as advertising costs and price competition rise. Use this insight and examples from this research to win over shoppers and grow your business.

Table Of Contents
  • Key Challenges



  • Attract: Make Helpful and Informative Content, Not Discounts, the Centerpiece of Awareness Efforts
    • Helpful and Informative Content Attracts at Sephora and Poler Stuff
    • What to Do Next
  • Engage: Deliver Immersive Content Experiences to Inspire Desire and Help Shoppers Envision Your Products in Their Daily Lives
    • Inspiring Desire at Starwood (Part of Marriott International), Rue La La and Pottery Barn
    • Illuminating the Art of the Possible, With Content at The Home Depot and Nars Cosmetics
    • What to Do Next
  • Convert: Increase Conversion by Infusing Moments of Truth With Helpful, Engaging Material to Overcome Objections and Increase Sales
    • FedEx, Lowe's and Sephora Close the Sale With Helpful, Interactive Content
    • What to Do Next

Gartner Recommended Reading

©2021 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.