content commerce conundrum in b2b
Post on 30-Jun-2015
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DESCRIPTIONContent and Commerce is an extremely important and confusing topic. We need both great brand experiences and great buying experiences, yet there are lot of questions about where and how we manage what content. More importantly there is a fundamental flaw in how Content and Commerce is viewed. This SlideDoc addresses that flaw.
- 1. Copyright 2014 | eCommerceandB2B.comFuture proofing your businessECOMMERCEandB2B.COM |Justin King | @justin_king
2. Copyright 2014 | eCommerceandB2B.com 3. Copyright 2014 | eCommerceandB2B.comCustomers needed to find information online 4. Copyright 2014 | eCommerceandB2B.comSo marketing createdbrand and content sites 5. Copyright 2014 | eCommerceandB2B.comCustomers wanted to purchase online 24/7 6. Copyright 2014 | eCommerceandB2B.comSo, IT developedbasic ecommerce sites 7. Copyright 2014 | eCommerceandB2B.comThen better sites 8. Copyright 2014 | eCommerceandB2B.comMarketing and the Business wants control over the experience 9. Copyright 2014 | eCommerceandB2B.com& 10. Copyright 2014 | eCommerceandB2B.comhe challenge is now you haveT 11. Copyright 2014 | eCommerceandB2B.comThis brings up a number of questions 12. Copyright 2014 | eCommerceandB2B.comHow to create a seamless experience?when we have multiple sites and systems. 13. Copyright 2014 | eCommerceandB2B.comWhat content do we manage in what system? 14. Copyright 2014 | eCommerceandB2B.comTraditional approachesgive us 3 options 15. Copyright 2014 | eCommerceandB2B.com15No. 1: The side-by-side (hybrid) approach2014 Forrester Peter Sheldon 16. Copyright 2014 | eCommerceandB2B.com16No. 2: The eCommerce-led approach2014 Forrester Peter Sheldon 17. Copyright 2014 | eCommerceandB2B.com17No. 3: The WCM-led approach2014 Forrester Peter Sheldon 18. Copyright 2014 | eCommerceandB2B.comBut, hold on a minute 19. Copyright 2014 | eCommerceandB2B.com&his is B2B, so is it justT 20. Copyright 2014 | eCommerceandB2B.comDont we need content from other systems like:Images DAMInventory ERPProduct attributes PIMPricing CPQAnd thats just a small list of what is needed 21. Copyright 2014 | eCommerceandB2B.com 22. Copyright 2014 | eCommerceandB2B.com 23. Copyright 2014 | eCommerceandB2B.comWith the traditional approaches 24. Copyright 2014 | eCommerceandB2B.comIsnt the content in a Content Management System and in Commerce just another content source like your PIM, DAM, ERP and CRM systems?Should we really have to choose which content is more important? 25. Copyright 2014 | eCommerceandB2B.comYou need a different approach that allow you to use any of your sources of content to design all kinds of experiences. 26. Copyright 2014 | eCommerceandB2B.comExperience ManagementSearch Navigation Content Delivery Device Specific Experience TaxonomiesCommerceCatalog Inventory Pricing Payments/tax/fraud Cart/checkout Personalization MerchandisingContentContent Blog Articles Digital Assets Content ServicesPIMERPCRM 27. Copyright 2014 | eCommerceandB2B.com 28. Copyright 2014 | eCommerceandB2B.comB2B eCommerce Evangelistjustin_king | www.ecommerceandb2b.com