Merging content and commerce today for the customers of tomorrow

September 04, 2014 Written by NetSphere Category: Omni-Channel
Merging content and commerce today for the customers of tomorrow

In a recent whitepaper published by CoreMedia, a leading developer in web experience management solutions, the editors there discussed the importance of adapting the way businesses design their respective eCommerce and marketing content websites to be more fluidly integrated. Strong emphasis was placed on a more streamlined and less convoluted experience for the consumer when shopping online, especially when targeting the key millennial demographic.

Further enabling customers to feel they have all the tools necessary to make informed purchases not only lessens the percentage of abandoned online orders, but also increases customer loyalty. The flexible technology referenced in the CoreMedia whitepaper gives companies the ability to achieve these goals heading into the forseeable future – as opposed to committing to a design strictly for the present.

CoreMedia and IBM are aiming to assist businesses with software that will enhance the overall effectiveness of retail web design. To get a better understanding of the relationship between content and commerce, the team at NetSphere Strategies delivered a few highlights from the CoreMedia whitepaper. They are as follows:

- Business owners aren’t alone in the struggle to manage content creation. According to the report, a majority of global retailers are failing to effectively blend content marketing with eCommerce. These challenges lie in the disconnect that comes from siloed IT and marketing departments just as much as it comes from the disconnect customers can feel between various channels or between something as rudimentary as the shopping cart and the checkout portions of a website.  

- Millennials should be a target demographic for online retailers moving forward. Although it's hard to put a thumb on exactly who falls into the category of millennials, the age range of 25 to 34 is a good place to start. That age group makes up more than 13 percent of the U.S. population. Therefore, it’s essential to understand that millennials are averse to over-selling and prefer to feel they are in full control of their online shopping experiences. It was also noted that 68 percent of millennials are looking for a seamless online shopping experience, which can be achieved when content and commerce are better tied together.

- Big data isn’t just a big buzzword – it’s a way to deliver personalized content. When insight is derived from customer provided data, such as user profiles, sales history and recorded social media activity, business are more likely to see their sales increase.

- There are plenty of tools available to aid in the process of presenting engaging content. Companies can benefit from flexible web tools to create rich media content, like video and image maps. Built-in social networking at the point of purchase can also promote more customer loyalty and the likelihood of product discovery.

- Maximum flexibility in web design and layout through “grow-as-you-go” technology is crucial looking forward. CoreMedia’s web experience management software helps integrate relevant product data and editorial content in the overall design, which many companies can’t handle on their own from the ground up.

No matter how it’s executed, orchestrating relevant digital information sources and infusing them into the eCommerce arena will be key moving forward. To learn more about how CoreMedia foresees the future of content and commerce, feel free to download the company’s whitepaper. 

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Abbe Miller is the marketing manager at NetSphere Strategies, located just outside Chicago. NetSphere Strategies is a boutique eCommerce company positioned to help businesses transform their online presence by providing a full complement of services that starts with our strategic consulting and creative design teams, then continues with building innovative solutions and providing ongoing post-project support.