The Convergence Of Content + Commerce

Your business has settled for far too long. You’ve had to compromise vision, strategy and customer experience because of fragmented, incomplete tools and strained resources. Content and commerce have always had a complicated relationship that is now transforming. The connection between content and commerce has always existed, but never before has there been such a need for integration. Traditionally, web content management (WCM) tools—also known as content management systems (CMS)—and commerce platforms have each served different masters within a business. Each environment demands different tools, uses different success metrics and views the customer’s journey through different lenses.

Content is how online consumers explore their world. Words, images, video, and the interaction of these essential digital building blocks make up the essence of online communication. Customers increasingly rely on various mobile technologies to develop relationships with brands as they compare their retail options. They now engage with products and companies from multiple devices and platforms, with nearly 40% of mobile phone users now expected to become regular mobile phone shoppers by 2017. 1 The relationship between online content and digital commerce is powered by these Connected Consumers. There exists an evolving interaction between consumers and brands, and companies have the unending imperative to meet consumers on their own terms. Businesses can no longer afford to waste time and resources in their own tumult of siloed departments and roles as consumers unify channels through device usage.

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