Elastic Path Recognized for Third Consecutive Year by Gartner in Hype Cycle for Digital Marketing
In the category of Digital Commerce, which Gartner specifies as a “transformational” technology, Elastic Path was cited along with its partner Adobe.
“Digital commerce has the potential to transform a business. Digital marketers can support, and in some cases lead, this transformation by using digital marketing channels — Web, mobile and social — to engage customers, gather valuable data and drive sales transactions,” Gartner noted. “Digital commerce gives marketers the ability to use data and insights to personalize communication and customer engagement, thereby enhancing commerce experiences.”
The Gartner report states that Commerce Experiences adaptively frame the entire buying journey with specific intersections that vary by company, customer, and context. Elastic path is listed as a “Sample Vendor” in this category. “Brands and marketers already have commerce experiences, but they exist as a set of disconnected websites, applications and storefronts,” stated Gartner. “They should take a holistic approach to a digital commerce strategy by analyzing the customer decision journey and the various touchpoints across commerce experiences and opportunities to influence buying decisions through content, conversation, engagement, and analytics.”
To this end, Gartner recommends that brands and marketers “should consider the unifying platforms needed to create a sustainable commerce experience.”