By Ed Pierce, Fleet Industry Marketer
When I saw the conclusions of Gartner Group’s most recent CMO Study, I was perplexed. Digital marketing is everywhere. In 2016, no company can develop a comprehensive integrated marketing plan without digital components.
As it turns out, that was exactly the point of Gartner’s report: digital marketing is officially mainstream.
“There is little doubt that digital marketing is now mainstream,” said Yvonne Genovese, group vice president at Gartner. “Marketers no longer make a clear distinction between offline and online marketing disciplines. As customers opt for digitally-led experiences, digital marketing stops being a discrete discipline and instead becomes the context for all marketing.”
Two main factors are driving marketers’ interest in digital commerce: the need to point to tangible results from marketing investments, and the recognition that companies need more than a commerce platform to sell.