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Content 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.
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Copyright © 2014 | eCommerceandB2B.com
Future proofing your business
ECOMMERCEandB2B.COM |Justin King | @justin_king
Copyright © 2014 | eCommerceandB2B.com
Copyright © 2014 | eCommerceandB2B.com
Customers needed to
find information online
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So marketing created brand and content sites
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Customers wanted to
purchase online 24/7
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So, IT developed basic ecommerce sites
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Then better sites
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Marketing and the Business wants control over the experience
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&
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he challenge is now you have T
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This brings up a number of questions
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How to create a seamless experience? when we have multiple sites and systems.
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What content do we
manage in what system?
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Traditional approaches
give us 3 options
Copyright © 2014 | eCommerceandB2B.com 15
No. 1: The side-by-side (hybrid) approach
2014 Forrester Peter Sheldon
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No. 2: The eCommerce-led approach
2014 Forrester Peter Sheldon
Copyright © 2014 | eCommerceandB2B.com 17
No. 3: The WCM-led approach
2014 Forrester Peter Sheldon
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But, hold on a minute…
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&
his is B2B, so is it just… T
Copyright © 2014 | eCommerceandB2B.com
Don’t we need content
from other systems like:
Images DAM
Inventory ERP
Product attributes PIM
Pricing CPQ
And that’s just a small
list of what is needed…
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Copyright © 2014 | eCommerceandB2B.com
Copyright © 2014 | eCommerceandB2B.com
With the traditional approaches
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Isn’t 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?
Copyright © 2014 | eCommerceandB2B.com
You need a different approach that allow you to use
any of your sources of content to design all kinds of experiences.
Copyright © 2014 | eCommerceandB2B.com
Experience Management Search Navigation Content Delivery
Device Specific Experience Taxonomies
Commerce Catalog Inventory Pricing
Payments/tax/fraud Cart/checkout Personalization Merchandising
Content Content Blog Articles
Digital Assets Content Services
PIM ERP CRM
Copyright © 2014 | eCommerceandB2B.com
Copyright © 2014 | eCommerceandB2B.com
B2B eCommerce Evangelist
justin_king | www.ecommerceandb2b.com
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