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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://[email protected]:143/fetch%3EUID%3E.INBOX%3E88469?part=1.2&type=image/png&filename=04.png imap://[email protected]: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://[email protected]:143/fetch%3EUID%3E.INBOX%3E88469?part=1.2&type=image/png&filename=04.png imap://[email protected]: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://[email protected]:143/fetch%3EUID%3E.INBOX%3E88469?part=1.2&type=image/png&filename=04.png imap://[email protected]: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://[email protected]:143/fetch%3EUID%3E.INBOX%3E88469?part=1.2&type=image/png&filename=04.png imap://[email protected]:143/fetch%3EUID%3E.INBOX%3E88469?part=1.2&type=image/png&filename=04.png
source: d-group.com
imap://[email protected]:143/fetch%3EUID%3E.INBOX%3E88469?part=1.2&type=image/png&filename=04.png imap://[email protected]: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?
![[Seth Godin] if You'Re Clueless About Accounting](https://img.pdfslide.us/doc/110x75/577cc0621a28aba7118fe7e6/seth-godin-if-youre-clueless-about-accounting.jpg)
