How To Find Solutions Now For Your eCommerce Content Conundrum

Commerce organizations are drowning in content. Their catalogs and sites have grown, the sources of the product content propagated, and site versions divide and multiply across geography, microsites, and brands. Marketing and merchandising content has similarly amplified as this content supports cross-channel, search, email, and social marketing campaigns. Targeting, testing, and personalization all contribute to the explosion of content and content coordination challenges.

Types Of eCommerce Content And Their Purposes Vary Widely

Types Of eCommerce Content And Their Purposes Vary Widely











Organizations across many verticals are seeking solutions to this content explosion, but the landscape of solutions and approaches is confusing at best. With my latest research we explore the challenges of eCommerce content management, the approaches and solutions, and recommendations to navigate and solve for this conundrum across eCommerce platforms, product content management (PCM) tools, Web content management (WCM) tools, and a nascent and emerging category that combines search, analytics, and content tools. In 2011, I will be collaborating with a number of colleagues to define and illuminate this emerging category, helping clients determine if it is the right time to embrace it in their business.

I hope the research report is valuable and am certainly happy to take inquiry from clients who are looking to navigate these critical challenges.

Happy holidays to all, and I look forward to connecting in 2011.

Thanks, Brian 


The eCommerce Content Conundrum

I have read the pdf version of this paper and found it useful and interesting. It discusses how complex is content management by enumerating the different types of content out there both from a creation perspective and distribution perspective. It concludes that to manage such a complex situation current ecommerce solutions do not have inherent capability (ecommerce product vendors have started addressing the situation but not there yet though) and have to be supplemented with the following:
1. Product Content Management Solutions (PIM based)
2. WCM
3. Search and targeting

I fully agree with this view.

The paper also sets out a technical implementation strategy to integrate ecommerce system with content management system. However I could not find scenarios for the other two systems in the above list. There no definitions available for the tasks that are outlined and therefore it is difficult to comment on them.

Additionally I also would like to have your view on the following:
1. Introduction of a portal layer for content aggregation from the various disparate systems that power the site
2. Separation of concern between the systems

Great comments and questions

Thanks for the great comments and your questions. We definitely see a variety of approaches to acquiring and collecting content from vendors, syndicators, and other publishers. At times this is coming into the PCM solution in the form of product descriptions and images, or may be published via javascript includes right to the product pages of retailers. In the case of some limited product verticals there are content syndicators, such as software and consumer electronics, movies, and books. However, the unfortunate truth is that most retailers and sites out there are re-doing a lot of content and there is a tremendous amount of friction in the process. This is really just beginning to see improvement, and solutions like PCM will play a significant role moving forward. Thanks, Brian