Gartner Research

Use Content to Attract, Engage and Convert in Digital Commerce

Published: 01 May 2017

ID: G00320319

Analyst(s): Kirsten Newbold-Knipp

Summary

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

Introduction

Analysis

  • 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

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