How to build a healthy content and e-commerce relationships

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As e-Commerce expands in both scope and importance, it creates new challenges for companies hoping to build lasting customer relationships and drive sales. Digital consumers are more informed, more socially connected, and more empowered than ever before. Unfortunately, the traditional approach to building siloed online shops and brand experiences is limited, out-of-date and unable to address these consumer expectations. Many online brands have entirely separate teams and systems for managing marketing content and their web stores. This lack of collaboration between digital marketing and eCommerce is one of the primary causes of poor customer experiences. This presentation covers the key steps for creating unified online brand experiences and will offer practical examples of how to meet the needs of the most demanding online shoppers.

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How to build a healthy content and e-commerce relationships

  1. 1. © CoreMedia | 28 May 2014 | 1 www.coremedia.com The Perfect Match How to Build a Healthy Content and Commerce Relationship www.coremedia.com
  2. 2. © CoreMedia | 28 May 2014 | 2 www.coremedia.com2 The Age Of The Customer Redefining How Business is Won Source: October 10, 2013 “Competitive Strategy In The Age Of The Customer.” Forrester Research, Inc.
  3. 3. © CoreMedia | 28 May 2014 | 3 www.coremedia.com3 Empowered Consumers and the Global, 24/7 Shopping Experience  New consumer touch points: mobile, tablets, in-store kiosks  Content and community = the social shopping experience  New competitors = “the discount death match”  Explosion of consumer data
  4. 4. © CoreMedia | 28 May 2014 | 4 www.coremedia.com4 Online Customer Experience Siloed Interactions Confuse and Disrupt Experiences Online Store Social Mobile Brand Site Customer Service
  5. 5. © CoreMedia | 28 May 2014 | 5 www.coremedia.com5 Online Customer Experience Unified Experiences Build Brand Equity and Revenue
  6. 6. © CoreMedia | 28 May 2014 | 6 www.coremedia.com6 Siloed Organizations – Siloed Experiences Marketing Build brands “One-and-Done” Digital Marketing Unstructured Content Create Impact Experiences Consumers Mixed Messages e-Commerce Drive sales Repeatable Solutions Web Stores Improve ROI Unstructured Content Transactions
  7. 7. © CoreMedia | 28 May 2014 | 7 www.coremedia.com7 Transactional Commerce The Mechanics Of Shopper Interactions  Focus on …  Site Performance  Process Improvements  Pricing Optimization  Product Availability  Order Fulfillment  Promotions  Calls-to-Action  Recommendations  User Ratings  Etc. Transactional Commerce
  8. 8. © CoreMedia | 28 May 2014 | 8 www.coremedia.com8 Transactional Commerce It is no longer enough to enable an online catalog and transactional eCommerce: Today's marketers want to tell brand and product stories through the deep personalization and contextualization of content and interactive digital experiences. Content And Commerce: The Odd Couple Or The Power Couple? Peter Sheldon and Stephen Powers Forrester Research, Inc Experiential Commerce Emotional Connections That Delight, Inspire & Inform Experiential Commerce
  9. 9. © CoreMedia | 28 May 2014 | 9 www.coremedia.com9 “As humans, we love to look at the process, the story, and love learning about the craftsmanship and ingredients. These elements are missing with most e- commerce. It’s an emotional part of humanity that should be captured online.” Shauna Mei | Founder and CEO, AHAlife.com
  10. 10. © CoreMedia | 28 May 2014 | 10 www.coremedia.com10 8 Keys to Building Healthy Content and Commerce Relationships ① Blend real-time product data with inspirational content ② Creative control over layout, style and navigation ③ Deepen the experience with rich media ④ Personalize the experience with relevant content ⑤ Build community and loyalty with social media ⑥ Expand engagement and improve SEO ⑦ Intuitive, information-based design environment ⑧ Incremental innovation
  11. 11. © CoreMedia | 28 May 2014 | 11 www.coremedia.com11 “You Complete Me” Blend Real-Time Product Data with Inspirational Content  Blend branded content with real-time product information  Blended search  “Frictionless” commerce experiences  Product- aligned storytelling
  12. 12. © CoreMedia | 28 May 2014 | 12 www.coremedia.com12 “Stuck In A Rut?” Creative Control Over Layout, Style and Navigation  Complete control over look and feel  Flexible, modular free-form layouts  Pre-defined design elements  Responsive and adaptive
  13. 13. © CoreMedia | 28 May 2014 | 13 www.coremedia.com13 “Put a Ring On It” Deepen the Experience with Rich Media  Edit, manage, & integrate rich media such as video, audio, and images  Support a wide variety of document types  Access content from multiple sources
  14. 14. © CoreMedia | 28 May 2014 | 14 www.coremedia.com14 “Made For Each Other” Personalize The Experience With Relevant Content  Full range of advanced personalizati on scenarios  Based on user profile, cart contents, past purchases, social activity, etc.  Consistent experiences
  15. 15. © CoreMedia | 28 May 2014 | 15 www.coremedia.com15 “More Than Friends” Build Community and Loyalty with Social Media  Social media integration  Social sharing  Ratings, comments, discussions  User contributed content  Social moderation
  16. 16. © CoreMedia | 28 May 2014 | 16 www.coremedia.com16 “Searching For True Love” Improve SEO And Deepen Engagement from Earned Media  Augment store with high value search engine readable content  Drive traffic from earned media  Tag content and generate dynamic pages
  17. 17. © CoreMedia | 28 May 2014 | 17 www.coremedia.com17 “Rekindle the Spark” Intuitive Information-Based Design Environment  Information- based, not page-based  Real-time, responsive previews  Access to internal and external content  Multi-site publishing  Collaboration
  18. 18. © CoreMedia | 28 May 2014 | 18 www.coremedia.com18 “Nothing like Feeling Secure” Incremental Innovation  “Grow-as- you-go” approach  Predictable results and reduced risk  Support for multiple integration approaches
  19. 19. © CoreMedia | 28 May 2014 | 19 www.coremedia.com19 Experiential Commerce Maturity Model Steps to a Converged Content + Commerce Model OrganizationalMaturity CUSTOMER FOCUS CONVERSION FOCUS User ExperienceTRANSACTIONAL EXPERIENTAL ONLINE STORE SILOED STORE AND BRAND SITES DIGITAL EXPERIENCE HUB EXPERIENCE- ENHANCED STORE
  20. 20. © CoreMedia | 28 May 2014 | 20 www.coremedia.com20 The Results  Increased visitor traffic and engagement  Greater brand awareness and consistency  Improved SEO and higher traffic from earned media  Higher conversion rates and revenue  Improved customer loyalty Transactional Commerce Experiential Commerce Visual Engagement Immersive Content Incremental Innovation In-storeDiscoverySearchOptimization Empowering e-Commerce and Marketing Professionals to Incrementally Transform Their Online Stores with Visually Engaging Experiences and Immersive Content
  21. 21. © CoreMedia | 28 May 2014 | 21 www.coremedia.com21 API’sWidget Session Handling The 4th Integration Approach Blended Hybrid Delivery ① Side-by-Side ② e-Commerce-Led ③ Content-Led e-Commerce-Led Content-LedBlended REST e-Commerce Content Contente-Commerce e-Commerce Content 
  22. 22. © CoreMedia | 28 May 2014 | 22 www.coremedia.com22 www.coremedia.com/livecontext/showcase Want To See This In Action? Please View Our 4min Showcase Video
  23. 23. © CoreMedia | 28 May 2014 www.coremedia.com Singapore asia-info@coremedia.com tel +65.6562.8866 Hamburg info@coremedia.com tel +49.40.32 55 87.0 San Francisco usa-info@coremedia.com tel +1.415.371.0400 London uk-info@coremedia.com tel +44.207.849.3317 Washington info@coremedia.com tel +1.703.945.1079

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