Waiting for Superman: Can Digital Commerce Save the Retail Store?
By Jennifer Polk | January 12, 2017
eCommerce sales growing, but store sales remain stagnant. Leading retailers are closing stores and placing their bets on the Web. Is a multichannel retail strategy the answer? Is digital commerce the only thing that can save the retail store?
Enable Considered Purchases Through Digital Commerce
By Jennifer Polk | October 14, 2016
Whether you sell consumer goods or industrial equipment, digital commerce is forever changing the way your customers plan, prepare and purchase products and services. But companies that sell considered purchases often think their products and services are too complex. Here’s why and how you should enable digital commerce for considered purchases.
Use Subscription Models to Keep Customers Coming Back
By Jennifer Polk | September 06, 2016
A subscription service isn’t a new concept. This model dates back at least as far as newspaper subscriptions that brought the weekly paper to your doorstep. Recently, a whole new fray of subscription revenue services has sprung up, giving customers…
Four Ways to Drive Digital Commerce Innovation
By Jennifer Polk | July 14, 2016
Digital commerce exemplars don’t merely convert their product catalogues into ecommerce sites and mobile commerce applications. Leaders in commerce achieve success by disrupting the customer buying journey itself, starting with understanding that journey. Digital commerce interactions that stand out employ…
Behold, Marketing and Commerce Clouds Converge
By Jennifer Polk | June 02, 2016
Yesterday Salesforce announced plans to acquire Demandware, a $2.8 billion acquisition that will add commerce to Salesforce’s Customer Success Platform and form the Salesforce Commerce Cloud. But this isn’t the first acquisition of its type, and it probably won’t be…
Big Data Short
By Jennifer Polk | April 13, 2016
Consider the possibility of a big data bubble. “The Big Short”, a film based on a book by Michael Lewis, shows how the housing bubble formed and how a handful of funds saw the risks in the mortgage market and…
Marketers, Stop Looking to Agencies to Fix Long Term Problems with Short Term Solutions
By Jennifer Polk | April 05, 2016
Tomorrow, my colleague, Jay Wilson and I will host a free webinar on our recently published Magic Quadrant for Global Digital Marketing Agencies. As you might imagine, we talk to a lot of agencies and a lot of marketers who…
Is marketing passion bringing you too close for comfort?
By Jennifer Polk | March 28, 2016
You’ve put blood, sweat and tears into it, dedicated countless hours to planning and analysis, and passionately persuaded others to get on board. It’s your marketing program. Maybe it’s the next big brand marketing campaign, the roll-out of a new marketing technology…
Attitude or aptitude? What are the trade secrets of a digital commerce marketer?
By Jennifer Polk | March 18, 2016
Every marketer has the potential (and responsibility) to be a digital commerce marketer. Research says so. Just take a look at Gartner’s 2015-2016 CMO Spend Survey and the surge in marketing spending on digital commerce. “But what if my company…
3 Ways Emoji Are Changing Social Marketing
By Jennifer Polk | March 03, 2016
Marketers are still wrestling with the value of a social media “like” and whether it’s worth more or less than a “share”. Now we need to wrap our minds around a whole new mode of communication and audience feedback—emoji. They’re…