The convergence of commerce and content platforms gathers momentum

Many brands and corporations today suffer from “two site” syndrome. The ‘.com’ site (often owned by brand/corporate marketing) serves to offer up a glossy magazine experience — designed to romance the customer with brand and product stories, while the ‘store.’ is owned by the eBusiness team and is designed around structured product content to optimize conversion and revenue goals. The result is often fragmented and poorly integrated digital experiences that confuse the customer, introduce unnecessary complexity, and ultimately fail to deliver on the broader digital strategy of the brand.

In the age of the customer, brands today seek a unified experience between the four stages of the customer life cycle (discover, explore, buy, and engage). For eBusiness professionals, this means tighter collaboration with their corporate marketing and brand counterparts to find ways to embed commerce (the buy phase) into the heart of the .com experience rather than building segregated eCommerce sites. However, this is easier said than done. The problem is that many brand and manufacturing organizations leverage web content management (WCM) platforms to create, manage, and measure targeted, personalized, and interactive brand experiences. However, these WCM platforms lack the robust commerce capabilities that organizations need to manage large, complex product catalogs and develop sophisticated merchandising strategies to sell online.

Over the past 12 months, Forrester has seen a surge in inquiries from brands and manufacturers that face this dilemma. They already own (or plan to acquire) both WCM and eCommerce technology but struggle with how to integrate these traditionally standalone platforms to deliver an integrated online experience. In our latest report “Commerce And Content: The Perfect Couple Or A Tumultuous Affair?” Stephen Powers and I interviewed over a dozen firms that have been at the forefront of the convergence of commerce and content. The research looked at the circumstances under which an organization should decide to use commerce and content platforms together and identified 10 key evaluation criteria that firms commonly use in this decision-making process.

Furthermore, we looked at the pros and cons of the three common integration architectures (side-by-side, WCM-led, and eCommerce-led) that system integration firms, vendors, and end clients have been using to amalgamate these solutions. Our research also uncovered the extent to which the vendor and system integration community are: a) developing strategic partnerships, b) extending their existing capabilities, or c) making acquisitions to ensure that, respectively, they have a strategy to serve their clients with commerce-enabled digital experiences. Last week’s announcement by Sitecore that it is acquiring Commerceserver.net, the former Microsoft commerce platform, is just the latest in a string of tie-ups between the WCM and eCommerce vendors that follows previous announcements by Oracle, Adobe, and others.

If your organization is embarking on a commerce/content platform integration strategy, Stephen and I would love to hear from you.

Comments

21st century Business Life

21st century Business Life Cycle - Software defined Social Business

Product Development Lifecycle

The Product Development Lifecycle is a SILO or an island in itself. There are various steps in the cycle and are automated with the software to a large extent. The product is designed and developed with the help of software and now with cloud it is more easy and available readily on the shelf with IaaS; PaaS and SaaS for software products.There is an increase in the social software and the employees are exchanging ideas and also interact with the customers to develop a new product or a service. There is interaction between the business and the customer based on the product.

The another SILO or island is the customer life cycle.
The Customer Life Cycle starts with the need awareness and search for the solution. Google has provided a lot of help in this; people search for their need and do lot of research on the net. There are tools like youtube and others to provide knowledge about the problem and also the solutions. The net has a lot of data that provides help in the selection of a suitable solution and even compare the solutions on hand. The customer makes the purchase after due diligence available at hand. Now with the rise of social media the customer also shares lot of information with the business even after the purchase is done; the customer also has the power to share the information with the prospective customers and world at large. There is interaction between the business and the customer based on the customer.

The Future:

Future will be more about integrating the two SILOs and automating the whole business. The business will have Production; Marketing and Sales. The three will be separate functions yet collaborate more effectively to be more productive and reduce time to market. The technologies like Social Mobile Analytics and Cloud will be more integrated and connect the business with customer at every touch point. There will be a continuous flow of information between the business and the customers to enable continuous product development.The business is slowly moving into a software defined social business. Software will be a great enabler to integrate the two SILOs; we can expect lot more innovation rolling out.

With the latest technology I

With the latest technology I believe that reaching your target audience can be attracted much easily. Research for businesses has become much more simple this is because everyone has now the use of Youtube and Google.

In today's world technology

In today's world technology is always growing which i agree with Jay Jay Jimmy because he has shown great evidence and support to his reason why technology is growing. In my opinion believe with his opinions because in today's market there is constant competition with rivals such as Apple and Microsoft which started off as computer companies and emerged into the mobile industry. Therefore there is always room in the growing market for other type of business to emerge into different fields and release there product within a year which Apple seem to do o say on top of there rivals.

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