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                  Not as Advertised:     The Case for Timely, Accurate               Syndicated Content                   ...
 Not as Advertised: The Case for Timely, AccurateSyndicated ContentWhile statistics vary depending on source or product, s...
        error. Manufacturers and retail chains also relied on “passive compliance,” which depends on down line partners to...
                                                   About TIE Commerce                        TIE Commerce, Inc.       TIE ...
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Not as Advertised:The Case for Timely, Accurate Syndicated Content

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Not as Advertised:The Case for Timely, Accurate Syndicated Content

  1. 1.    Not as Advertised: The Case for Timely, Accurate Syndicated Content A TIE Commerce Whitepaper For more information contact: TIE Commerce, Inc. info@tiecommerce.com
  2. 2.  Not as Advertised: The Case for Timely, AccurateSyndicated ContentWhile statistics vary depending on source or product, some studies have confirmed that the buying process for87 percent of all consumer sales in the United States starts with a search on the Internet. A company’s digitalchannel on its products and services is accessed through a variety of search engines including direct linksprovided by retail resellers and distributors.These searches tend to be thorough according to a February 2008 Krillion/e-tailing group consumer survey. It indicates thatweb-ready buyers who research online can spend several days or weeks at the task, depending on the product being researched.Of the many web resources available 72 percent look at manufacturers’ web sites and 54 percent seek out favored retailers’sites.A telling statistic from the Krillion/e-tailing study is that shoppers expect websites to aid in research and provide up to theminute information. The importance of this is demonstrated in a 2007 e-tailing group study that showed 76 percent of onlineshoppers surveyed report that content is insufficient to complete research or purchase online “always, most often or some ofthe time.”This can be costly, as indicated in an Allurent report pointing out that online businesses lose as many as 67 percent ofconsumers due to a lack of online product information.The Cost of Not Keeping UpFor manufacturers and their digital channel partners, meeting customer and prospect expectations for accuracy has been acostly and complex process of creating, distributing and constantly updating syndicated content. Manufacturers investconsiderably in creating product information for their channel partners, but until now have had little control over whether ornot this content is actually used or if it is, how it is used. The drawbacks of this passive process increase when Web 2.0 thirdparties such as shopping channels use “scraped¹” content from a website and post it on their own site. As product, pricing andpromotional details can change daily if not hourly these progressively remote-from-reality sites can cause negative consumerreactions simply because the product or service is “Not as Advertised.”Moreover, online shoppers tend to be an unforgiving lot. A 2007 Gartner survey of UK multichannel shoppers found that 57percent of those who encountered problems in any channel are unlikely or highly unlikely to be satisfied regardless of remediesoffered by the retailer. Of those encountering problems, 37 percent said they would be unlikely or highly unlikely to shop withthe same provider across any of that company’s channels.These statistics are similar to those in a September 2007 study by Forrester showing that 42 percent of 1,179 online consumerssurveyed left a site without purchasing multiple products because they couldn’t get a question answered about one of theproducts in their shopping cart, and 41 percent decided not to make a planned purchase because they couldn’t readily find apiece of information about the product or service.Until now the cost of not keeping up has been largely due to the cost of keeping up. Creating, distributing and posting contentis labor intensive, in some instances involving 25 to 30 people devoted to the activity. This alone creates an environment for¹ Scraping is a simple Web 1.0 technology that, like RSS, provides a simple snapshot feed of information. It also introduces unnecessary bottleneckscaused by retrieval delays and publishing. Web scraping only provides big static blocks of text and pictures with little or no interactivity and is limitedin file formats and programming that it can provide. ContentSyndicationPlatform.com | Page 2
  3. 3.      error. Manufacturers and retail chains also relied on “passive compliance,” which depends on down line partners to make use of the information in a timely manner. And while special service providers are available to help organizations manage their web content they likewise tend to be extremely costly with the added disadvantage of removing content creators from hands-on control. Dynamic Syndication: Digital Marketing Goes Active Technology has now evolved to the point where it is not only possible but also economically attractive to provide a “single source of truth” relating to web-presented products and services. This is termed a Channel 2.0 technology². It is one place containing timely, accurate information on products, places, prices and promotion along with information needed to drive internal applications, supplier relationships, distributors and channels in an effortless way. “Effortless” is defined as a single line of code on channel partner websites. This serves as the gateway to the content providers depository of integrated marketing data. Market penetration with brand consistency is assured through the digital link as content is updated in real time and dynamically delivered on demand. The technology was developed by TIE Commerce and is called the TIE Kinetix™ CSP. It is a digital channel management solution providing the tool whereby retailers and manufactures can make a wide range of existing content – branded product information, comparison and selection tools, manufacturer-retailer showcases, and product/category search tools and even product reviews – available to shoppers without requiring them to leave the site. As a result, manufactures can easily share Web content and applications with business channel partners to increase sales, improve branding, educate consumers, and make sure that the companys marketing message is delivered consistently and effectively. Partners also benefit with more completed sales, larger sales, and lower abandon rates. How It Works TIE’s CSP creates a dynamic link between, for example, manufacturer sites and their online channel partners. It captures existing content from the manufacturers site, filters and assembles it regardless of formatting then delivers it via the HTML code on appropriate channel partner product pages. All that is required to get started is a one-time setup procedure, which establishes content integration programming allowing continuous updating as needed from a wide variety of sources. This assures a current and consistent picture of the content. It is formatted and customized to meet the needs of each channel partner, who uses it without an IT effort and with no ongoing maintenance. Information flow is two-way. Shared analytics showing end user activity on the channel partners websites provide instant marketing research data across all channels. Content syndicators and partners can immediately determine the success or failure of any new marketing campaign. Brand managers and marketers are empowered with the benefits of shared analytics across the channel spectrum. The solution’s high level analytics not only provides information from a content provider’s website, but from its channel partners as well. This increase in analytic information shows exactly where customers’ interest and demand lie, leading to more successful business practices. As an added feature content data can easily be customized and placed into channel partner brochures, PDF documents, word documents, targeted e-mail campaigns and related landing page promotional efforts. A completely automated process, it is eminently affordable by virtually any company or service distributing information over the web. ² Channel 2.0 technology is an enabler of unique content participation for channel partners to access and prioritize content relevant to their needs. By allowing collaboration within the channel network, Channel 2.0 produces a larger customer web experience that is much better, more reliable and more efficient than would be possible otherwise. ContentSyndicationPlatform.com | Page 3
  4. 4.    About TIE Commerce TIE Commerce, Inc. TIE Commerce is a leading provider of B2B eCommerce software 24 New England Executive Park 4th Floor that bridges the gap between online and traditional business, Burlington, Massachusetts 01803 USA enabling companies of all sizes to automate the exchange of TIE Commerce Inc business information electronically. Toll Free (US): 1-800-624-6354 St. Paul Office 1360 Energy ParkTel: 1-781-272-4252 Drive Over 20 Years - Connecting Businesses Fax: 1-781-272-0957 St. Paul, MN 55108, North America Tel: +1-651-999 86 00 For 20 years we have been providing customers with solutions for Business Fax:Email: info@tiecommerce.com +1-651-999 88 80 Interoperability & the power to connect applications and processes with E-Mail: info@TIEcommerce.com those of their external trading partners. To that end, TIE solutions address www.contentsyndicationplatform.com our customers’ most pressing issues in Business-to-Business Integration, www.tiecommerce.com Data Synchronization, Trading Partner Collaboration, and Content  Syndication. They are proven to lower costs, increase sales, optimize business processes, and improve efficiency while removing the barriers to “Microsoft product eBusiness information exchange for thousands of customers in multiple case studies worldwide. information is now available in a fast, TIE provides its software as a license or as a service (SaaS). All of our services are designed to enhance the value of our software and deliver easy and consistent essential business benefits. Our expert resources and carefully selected manner throughout partners ensure that we can provide all of our customers with quality service and superior value. With decades of experience to share, TIE the distribution remains a key contributor to the development and implementation of channel.” global eCommerce standards. Today we are the partner that industry leaders turn to for business-to-business success. TIE was founded in 1987 Paul Honout and has offices in the United States, France and the Netherlands. Microsoft TIE KINETIX CSP 1-800-624-6354 Sales Information Call Email sales@tiecommerce.com ContentSyndicationPlatform.com | Page 4

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