ecommerce platforms - ce ethinked“ · 2020. 6. 20. · „marketing is no longer about the stuff...

content driven eCommerce

„old thing, rethinked“

Stefan Willkommer

Co-Founder and CTO

@

swillkom

mer

TigerSissi

Annetteme ;)

but…

Why should you care about that?

I told you

a Story

Storytelling

A story is

nothing without the

right content

„Bad content kills sales!“ Nielsen

55%

Content Marketing

Talk about

Relevance

What is

Content?

verbal

visual

imap://willkommers@mail.techdivision.com:143/fetch%3EUID%3E.INBOX%3E88469?part=1.2&type=image/png&filename=04.png imap://willkommers@mail.techdivision.com:143/fetch%3EUID%3E.INBOX%3E88469?part=1.2&type=image/png&filename=04.png

content strategy

„Marketing is no longer about

the stuff you make, it´s about

the stories you tell.“Seth Godin

There is a

lot to tell…

Need an

Example?

100

flea market products

average price

$ 1.25

100

individual stories

14,300%

margin

„Stories are very powerful - They grab

and hold attention. But they do more

than that. They also help people

process information and they imply

causation.“

Susan M. Weinschenk

Conversion

Detail(s)

Attributes

Cross-Sells

Reviews

imap://willkommers@mail.techdivision.com:143/fetch%3EUID%3E.INBOX%3E88469?part=1.2&type=image/png&filename=04.png imap://willkommers@mail.techdivision.com:143/fetch%3EUID%3E.INBOX%3E88469?part=1.2&type=image/png&filename=04.png

Conversion

Detail(s)

Attributes

Inspiration/Stories

Cross-Sells

Social

push the

envelope

storytelling

scrollytelling

let’s talk about

doing

imap://willkommers@mail.techdivision.com:143/fetch%3EUID%3E.INBOX%3E88469?part=1.2&type=image/png&filename=04.png imap://willkommers@mail.techdivision.com:143/fetch%3EUID%3E.INBOX%3E88469?part=1.2&type=image/png&filename=04.png

• fast Time-to-Market

• affordable

• simple integration

Content-Driven eCommerce - Side-by-Side

• loose coupling paired with bad user experience

• complex integration of- personalization- recommendations- navigation- targeting- search+ -

• great Customer-Experience through comprehensive integration

• precise differentiation of structure and unstructured Content

Content-Driven eCommerce - by CMS

• high complexity

• high costs

• time of implementation

+ -

• great Customer-Experience throughgreat use of features

• no interfaces to CMS needed

Content-Driven eCommerce - by Shop

• restricted flexibility in content

• hughe effort in customization

• usability / user experience

+ -

• great Customer and Editor Experience

• the best of both worlds

• very flexible

Content-Driven eCommerce - integrated

• expensive

• still 2 Systems to manage

+ -

Examples

imap://willkommers@mail.techdivision.com:143/fetch%3EUID%3E.INBOX%3E88469?part=1.2&type=image/png&filename=04.png imap://willkommers@mail.techdivision.com:143/fetch%3EUID%3E.INBOX%3E88469?part=1.2&type=image/png&filename=04.png

source: d-group.com

imap://willkommers@mail.techdivision.com:143/fetch%3EUID%3E.INBOX%3E88469?part=1.2&type=image/png&filename=04.png imap://willkommers@mail.techdivision.com:143/fetch%3EUID%3E.INBOX%3E88469?part=1.2&type=image/png&filename=04.png

source: d-group.com

Whats your story?

Thank you!

Questions?