The Intersection of Content and Commerce
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The Intersection of Content and Commerce

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Insight, Technology and Strategies for Cohesion, Not Confusion ...

Insight, Technology and Strategies for Cohesion, Not Confusion

Digital content and commerce have always had a synergistic relationship, still most software packages and digital agencies separate content from commerce strategy. Today’s successful digital brands know they need to merge content and commerce so that the online experience is compelling and frankly, converts to dollars and cents. As a trio, Zeon Solutions, Sitecore and Active Commerce are helping build platforms that enable digital marketers and technologists to build intelligent and profitable content-based-commerce solutions.

This presentation was shared at a live networking event in downtown Bellevue where the discussion focused on the trends calling for content-based-commerce. Presenters shared success stories and information about some of the technologies that are making it easier to successfully merge content and commerce initiatives.

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The Intersection of Content and Commerce Presentation Transcript

  • 1. The Intersection of Content & CommerceInsight, Technology and Strategies for Cohesion, Not Confusion4/30/2013
  • 2. Today’s PresentersBrad MartellVP of Sales & MarketingZeon SolutionsEric AllenManaging DirectorActive CommerceAndy VanOostrumBusiness DevelopmentManagerSitecoreJenny HagemannBusiness DevelopmentManagerZeon Solutions
  • 3. Agenda• Zeon Overview– Trends• Sitecore Overview– Persona Based Content Roles• Active Commerce Overview– Effectively Blending E-Commerce and ContentTogether• Key Takeaways
  • 4. Z E O N S O L U T I O N S
  • 5. ENTERPRISEE-COMMERCESOFTWAREAPPLICATIONDIGITALMARKETINGDELIVERING QUALITY SOLUTIONS TO ACHIEVE BUSINESSOBJECTIVESFor more than 10 years, Zeon Solutions has successfully delivered enterprise-scale, effectively-designed custom applications and e-business solutions on timeand within budget for customers worldwide. Our broad range of services include:Development & Design • Customization & Support • Mobile & Search Marketing
  • 6. MILWAUKEE,WIZeon OverviewFounded in 2003HQ Milwaukee, WI
  • 7. Zeon Overview24 7300+Worldwide Employees Development & SupportGlobal Delivery ModelMILWAUKEE,WISEATTLE, WAANN ARBOR, MIBOSTON, MANAGPUR
  • 8. T R E N D S
  • 9. T r e n d s• Convergence of content management with commerceneeds• Everyone is a potential content creator• Design, UI/UX importance– Design for your content persona’s & your governance• Social monitoring platforms– Clients want to harness internal and external conversations• Drive new product development• Craft offers• Focus content development for specific customer segments
  • 10. Predominant Need Is E -CommerceMainly:• Structured Catalog Data• Focused on Revenue Generation• Conversion• AOV• Traffic
  • 11. Predominant Need Is Content ManagementMainly:• Un-structured Data• Enabling Content Creators• Focused on Lead Generation• Traffic• Conversion• Audience Engagement
  • 12. Increasingly Need Is Equal PartsE-Commerce & Content Management=
  • 13. Need Is Equal PartsE-Commerce & Content Management=Equal Parts:• Un-structured & Structured Data• Revenue & Lead Generation• Traffic, Conversion, AOV, Revenue• Everyone in the Organization is a Content Creator• Audience Engagement
  • 14. S I T E C O R E
  • 15. Sitecore OverviewGlobal Presence - o v e r 4 5 0 e m p l o y e e s a r o u n d t h ewo r l d
  • 16. Sitecore OverviewOver 3500 Customers – p o we r i n g o v e r 5 0 , 0 0 0 We b s i t e s
  • 17. Sitecore Customer Engagement Platform (CEP)
  • 18. The Challenge
  • 19. Case Study: Providence
  • 20. How Does Sitecore Support?Recognizeintent• Rules based personalization• Campaigns, Keywords• GoalsStimulateinterest• Adaptive personalization• Multi-channel communication• GoalsIncreaserelevancy• Adaptive personalization• Multi-channel communication• GoalsBuild trust• Calls to action• Goals• Engagement Value PointsGaincommitment• Goals• Engagement ValuePoints
  • 21. What Does This Unlock?Performance• Increased conversion• Increased brand impression• Improved profile data on campaigns and segmentsClarity• Product owners can focus on “authoring content”• Marketers can focus on “merchandising content”• Experience managers can focus on “engagement plans”Change the conversation• It is no longer a battle for home page real estate, but an elevatedconversation of which contextual scenarios drive the most value
  • 22. A C T I V E C O M M E R C E
  • 23. S I L O E F F E C T
  • 24. Silo EffectMicrosite MicrositePromotion MicrositeMicrositeEvent siteBlogProductsiteCorp-comsiteExtranetWikiMediagalleryCommunityplatformIntraneteCommercesiteLanding PageMain website
  • 25. Silo EffectMicrosite MicrositePromotion MicrositeMicrositeEvent siteBlogProductsiteCorp-comsiteExtranetWikiMediagalleryCommunityplatformIntraneteCommercesiteLanding PageMain websiteMicrosite MicrositePromotion MicrositeMicrositeEvent siteBlogProductsiteCorp-comsiteExtranetWikiMediagalleryCommunityplatformIntraneteCommercesiteLanding PageMain website
  • 26. Silo EffectMicrosite MicrositePromotion MicrositeMicrositeEvent siteBlogProductsiteCorp-comsiteExtranetWikiMediagalleryCommunityplatformIntraneteCommercesiteLanding PageMain websiteMicrosite MicrositePromotion MicrositeMicrositeEvent siteBlogProductsiteCorp-comsiteExtranetWikiMediagalleryCommunityplatformIntraneteCommercesiteLanding PageMain websiteMicrosite MicrositePromotion MicrositeMicrositeEvent siteBlogProductsiteCorp-comsiteExtranetWikiMediagalleryCommunityplatformIntraneteCommercesiteLanding PageMain website
  • 27. Silo EffectMicrosite MicrositePromotion MicrositeMicrositeEvent siteBlogProductsiteCorp-comsiteExtranetWikiMediagalleryCommunityplatformIntraneteCommercesiteLanding PageMain websiteMicrosite MicrositePromotion MicrositeMicrositeEvent siteBlogProductsiteCorp-comsiteExtranetWikiMediagalleryCommunityplatformIntraneteCommercesiteLanding PageMain websiteMicrosite MicrositePromotion MicrositeMicrositeEvent siteBlogProductsiteCorp-comsiteExtranetWikiMediagalleryCommunityplatformIntraneteCommercesiteLanding PageMain websiteMicrosite MicrositePromotion MicrositeMicrositeEvent siteBlogProductsiteCorp-comsiteExtranetWikiMediagalleryCommunityplatformIntraneteCommercesiteLanding PageMain websiteMicrosite MicrositePromotion MicrositeMicrositeEvent siteBlogProductsiteCorp-comsiteExtranetWikiMediagalleryCommunityplatformIntraneteCommercesiteLanding PageMain website
  • 28. Silo EffectMicrosite MicrositePromotion MicrositeMicrositeEvent siteBlogProductsiteCorp-comsiteExtranetWikiMediagalleryCommunityplatformIntraneteCommercesiteLanding PageMain website
  • 29. O T H E R F A C T O R S
  • 30. Content Growth
  • 31. Content Has Grown 9x Over The Past 5 YearsIDC, Digital Universe 2012
  • 32. Personalization
  • 33. Shoppers expect personalizationShoppers can expect to receive marketing offerstailored to their preferences and to getpersonalized content when they visit the retailer’swebsite.8% of Williams Sonoma emails have targetedcontent, but they drive 32% of sales.Bain: Retail Holiday Newsletter. Nov, 2012
  • 34. 39% spend more with companies that personalizeMyBuys/E-Tailing Group March, 2013 Online shoppers and personalization: % of respondents who shop at least 4 times per year, spending at least$250
  • 35. Only 32% of marketers can support personalizationE-Consultancy/Adobe, 2012
  • 36. Online Influences OfflineRevenue
  • 37. 38% of offline sales are influenced by online
  • 38. Content & Commerce Evolved
  • 39. E-Commerce Is Key To Digital CustomerExperienceE-commerce is key to the digital customer experience andintegration deeper into the business is more important. E-commerce is no longer a stand-alone touch point, but ispart of a greater customer experience.Improved e-commerce customer experience andcustomer experience overall requires technologiesoutside of e-commerce.Gartner Research: Future E-Commerce Success With Customer Experience Depends onCRM. April, 2013
  • 40. E-commerce requirements have changeddramaticallyNo longer are e-commerce businesses selecting a set ofsolutions and technologies to launch a site; they are nowselecting technologies that can support marketing, browsing,buying, and service capabilities across a multitude ofcustomer touch points.This represents a significant evolution from therequirements that these solutions have needed tosupport in the past.The Forrester Wave™: B2C Commerce Suites, Q3 2012, September 24, 2012
  • 41. Maybe the perfect E-commerce platform istheCustomer Engagement Platform (CEP)?
  • 42. What does it look like?
  • 43. C A S E S T U D Y
  • 44. Case Study: Experimental Aircraft Association(EAA)
  • 45. Case Study: Experimental Aircraft Association(EAA)
  • 46. Case Study: Experimental Aircraft Association(EAA)
  • 47. Case Study: Experimental Aircraft Association(EAA)
  • 48. Case Study: Experimental Aircraft Association(EAA)
  • 49. In ClosingDevelop a compelling and credible vision for the customerexperience- Think of the organization as a ecosystem to increase youragility and reduce the silo effect.Make the tough decisions today- Find solutions that are built to scale and deliver seamlessexperiences, not just today but over time.Think revolution, not evolution- It’s a new world of content & commerce. Don’t just survive,find partners and solutions to help you thrive.
  • 50. K E Y T A K E A W A Y S
  • 51. Enterprise Content Management• Content Creation Is Permeating ThroughoutOrganizations• New Governance Models Are Being Built• Control Is Being Relinquished……Somewhat
  • 52. Measuring Return On InformationMeasuring the return on information will be an ongoingdiscipline that may include:• Evidence that ECM leads to increased business revenue• Process optimization• The creation of better ideas and support of the ideation process• Decision support and innovation through knowledge sharing• Proactive addressing of compliance requirements
  • 53. Key Takeaways• Demand is for Content & Commerce in equal parts• Everyone in the organization is a content creator• You can’t sell all the time, so engage• Platform requirements have changed, drastically• Content & Commerce anytime, anywhere• Develop a path to an ecosystem, don’t stay stuck in silos
  • 54. C A S E S T U D I E S
  • 55. Case Study: North Shore Hospital“NorthShores doctors and staff toengage more easily with websitevisitors to build patient trust and brandloyalty. “• NorthShores doctors and staff engaged more easily withwebsite visitors to build patient trust and brand loyalty.• Empowering content editors• Exceeding SEO goals• Social. Mobile. Personal
  • 56. Case Study: Jordan’s Furniture
  • 57. Q U E S T I O N S ?
  • 58. Thank You For Joining Us Tonight!Brad MartellVP of Sales & MarketingZeon SolutionsEric AllenManaging DirectorActive CommerceAndy VanOostrumBusiness DevelopmentManagerSitecoreJenny HagemannBusiness DevelopmentManagerZeon Solutions