Trends Report

The eCommerce Content Conundrum

Solving The Growing Content Challenge Through A Cocktail Of Solutions

December 21st, 2010
Brian Walker, null
Brian Walker
With contributors:
Carrie Johnson , Stephen Powers , Lily Varon

Summary

Commerce organizations are drowning in content. Their catalogs have grown, the sources of the product content propagated, and site versions divide and multiply across geography, microsites, and brands. Marketing and merchandising content has similarly amplified as this content supports cross-channel, search, email, and social marketing campaigns. Targeting, testing, and personalization all contribute to the explosion of content and content coordination challenges. Organizations are seeking solutions, yet are faced with a confusing landscape of solutions and approaches. With this research we explore the challenges of eCommerce content management, approaches and solutions, and recommendations to navigate and solve for the eCommerce content conundrum.

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