Gartner for Marketers Research

Insight Report October 7, 2019

Consumer Electronics US: Guided Selling & Content

In the consumer electronics space, it’s necessary to maintain a strong share of shelf on retailer platforms. However, brands must not neglect the influence that their own sites have on purchase decisions. Best-in-class brands utilize dynamic content and sophisticated guided selling tools to educate customers and push them further down the purchase funnel. Brands can replicate these content strategies across social platforms to build awareness and inform customers. Complementary social content strategies can educate customers and drive engagement, while facilitating data capture which can inform personalization tactics down the line. Brands should utilize nascent features on Instagram Stories and leverage unboxing influencers on YouTube to broaden their digital reach.

This report addresses the following questions:

  • How can brands optimize content on their sites to push customers down the purchase funnel?
  • Which guided selling tools are brands implementing to help customers narrow down their choices?
  • What strategies are best-in-class brands using to capture data while driving engagement on social channels?

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