Gartner Research

Use 5 Techniques to Align Multichannel Marketing to Digital Commerce

Published: 31 January 2018

ID: G00342314

Analyst(s): Jennifer Polk

Summary

Marketing leaders face pressure to drive business growth, but don't always know how to select and synchronize channels, and implement tactics to maximize effectiveness. This research offers five techniques to align multichannel marketing to the customer journey and improve digital commerce results.

Table Of Contents

Analysis

  • 1. Use Data-Driven Segments and Personas to Focus on the Buyer
  • 2. Apply Customer Journey Analytics as a Process
  • 3. Sequence Tactics With Event-Triggered Marketing
  • 4. Use Personalization to Enhance Customer Engagement
  • 5. Connect Marketing to Sales Through Headless Commerce

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