Commerce And Content: The Perfect Couple Or A Tumultuous Affair?

Companies need cohesive digital customer experiences, but marketing and eCommerce groups often operate in silos with differing objectives, which leads them to buy and operate independent solutions for brand content and transactions. The end result? A fragmented and poorly integrated digital presence that confuses the customer, is difficult to manage, and, ultimately, leaves revenue on the table. Digital marketers are also getting savvier. It is no longer enough to enable an online catalog and transactional eCommerce: Today's marketers want to tell brand and product stories through the deep personalization and contextualization of content and interactive digital experiences. As a result, many eBusiness teams that today rely on their eCommerce platform to manage unstructured content are now assessing whether the addition of a web content management (WCM) platform will improve the delivery of their online digital experience. This report reveals what is driving the convergence between eCommerce and WCM solutions and provides a framework for eBusiness professionals to use when considering the pros and cons of using these historically independent platforms together.