Gartner Research

Small Business Research: Enabling Effortless Contextualization — How Digital Channels Impact the Online Buying Journey

Published: 04 July 2017

ID: G00368298

Analyst(s): Marketing Research Team

Summary

The modern digital world is fast paced and increasingly challenging, and the proliferation of digital channels has led to new obstacles for marketers.

Table Of Contents

Digital Channel Proliferation

Fierce Competition

Longer Research Process

Why Aren’t “Be Fast” and “Be First” Working?

Getting to a Solution: Effortless Contextualization

1. Optimize chat and social media for quick answers rather than customer engagement

2. Position resources to emphasize solutions rather than features and benefits

3. Facilitate forward momentum by curating a self-guided learning journey with clear next steps

Conclusion

About This Research

Appendix: Comprehensive List of Channels, Resources, and Experiences Tested

Recommended by the Authors

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