The document discusses how content will be crucial for e-commerce in 7 ways: 1) inspiring and converting customers, 2) using photos and videos to sell products, 3) optimizing content for search engines, 4) spreading content across multiple channels, 5) using AR/VR technology to sell products, 6) engaging in online conversations, and 7) convincing AI assistants to recommend products. It argues that managing content strategically across the entire customer journey will be important for e-commerce brands.

1. WHY CONTENT
MATTERS
7 Ways Content will be Crucial for e-
Commerce
by Sören Stamer

2. 28/11/2017
Why Content Matters - 7 Ways Content will be Crucial for e-Commerce2
It’s a wild world out there.

3. INK! COFFEE
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Why Content Matters - 7 Ways Content will be Crucial for e-Commerce3
going viral

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Content matters!

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Attitudes polarize

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You can’t please everyone

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Massive networking
drives change

8. POTUS
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Why Content Matters - 7 Ways Content will be Crucial for e-Commerce8
Photo by Michael Vadon

9. #METOO
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Why Content Matters - 7 Ways Content will be Crucial for e-Commerce9

10. DIESELGATE
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Photo by Mariordo Mario Roberto Duran Ortiz [CC BY-SA 3.0 (https://creativecommons.org/licenses/by-sa/3.0)]

11. 3 CONSEQUENCES
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12. #1
INCREASING
DYNAMICS
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13. #2
RISING
COMPLEXITY
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14. #3
INCREASING
TRANSPARENCY
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15. FUNDAMENTAL
CHANGE
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16. WHAT DOES
THIS MEAN FOR
ORGANIZATIONS?
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Why Content Matters - 7 Ways Content will be Crucial for e-Commerce16

17. B2C BRANDS
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18. UNIFYING BRAND & COMMERCE
11/28/17
CoreMedia Content Experience Platform18
+

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Why Content Matters - 7 Ways Content will be Crucial for e-Commerce19

20. “INSANE” BUSINESS CASE
Status quo
> eStores:
Salesforce Commerce Cloud
> Brand sites:
conventional CMS
“Losing” 80 million visitors p.a.
> Brand sites: 100m visitors
> eStores: 20m visitors
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Why Content Matters - 7 Ways Content will be Crucial for e-Commerce20
Why don’t we have ONE brand
store that inspires and
converts?
What if 50% of them buy only
50% as much?
“We would double our
revenue”

21. #1
YOU WANT TO
INSPIRE + CONVERT
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Why Content Matters - 7 Ways Content will be Crucial for e-Commerce21

22. MORE VISUAL
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23. PRODUCTS WITHIN IMAGES
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24. BETTER NAVIGATION
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25. BANNER MANAGEMENT
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26. RETAIL
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27. EDUCATE & CONVERT
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28. #2
YOU WANT
YOUR PHOTOS
TO SELL
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29. SHOPPABLE
IMAGES
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30. #3
YOU WANT
YOUR VIDEOS
TO SELL
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SHOPPABLE
VIDEOS

32. B2B BRANDS
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36. #4
YOU WANT
TO BE FOUND
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39. #5
YOU WANT
YOUR CONTENT
TO SPREAD
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40. GRAYBAR
> Fortune 500 supply chain leader
with $6B annual revenue
> Stocks and sells hundreds of thousands
of electrical and communications
products
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The innovation:
A one-of-a-kind portable
wire and cable payout system
that allows one person
to move reels up to 5,000 lbs.

42. GRAYBAR
The Press Release
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Why Content Matters - 7 Ways Content will be Crucial for e-Commerce42
SmartReel Portable Wire

43. GRAYBAR
The Microsite:
http://graybar.com/smartreel
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SmartReel Portable Wire

44. GRAYBAR
The Blog
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SmartReel Portable Wire

45. GRAYBAR
On Facebook
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SmartReel Portable Wire

46. GRAYBAR
On YouTube
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SmartReel Portable Wire

47. GRAYBAR
On Twitter
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SmartReel Portable Wire

48. GRAYBAR
On LinkedIn
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SmartReel Portable Wire

49. GRAYBAR
On SlideShare, Google+, Instagram, …
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SmartReel Portable Wire

50. #6
YOU WANT
AR/VR TO SELL
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The global market for AR
products will surge by 80% to
$165 billion by 2024.
Global Market Insights, 2017

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500 million VR headsets
could be sold by 2025.
Piper Jaffray, 2016

54. #7
MARKETS ARE
CONVERSATIONS
AND YOU WANT
TO BE PART OF IT
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9 out of 10 people in urban
areas in China use WeChat.
DMR, 2016

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WeChat is actually more a portal,
a platform, and even a mobile
operating system depending on
how you look at it.
Andreesen Horowitz, 2016

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Photos by
Mathew Bernstein

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60. #7+1
YOU WANT TO
CONVINCE BOTS
TO BUY
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61. Organic, vegan, lactose free, locally sourced,
no plastic, carbon emission neutral, ethically
produced, no discrimination, no animal
cruelty, great working conditions, reliable
delivery, pays taxes, equal pay,
transparency, political affiliations, …
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62. SUMMARY
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Great content is at the core of
every great experience.

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The whole customer journey
counts.

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Content Management
is strategic.

66. WHAT DOES COREMEDIA DO?
> Better Content Management
> Advanced Asset Management
> Deep eCommerce Integrations
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Why Content Matters - 7 Ways Content will be Crucial for e-Commerce66
CoreMedia’s Content Experience Platform Provides the Following:

67. Find me on LinkedIn or
Twitter: @soerenstamer
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68. THANK YOU!
(Sören Stamer)
CEO & Co-Founder
soeren.stamer@coremedia.com
+49 40 325587-100
Twitter: @soerenstamer
LinkedIn: soerenstamer
Your questions?