Advanced Search

Save or Share this Report

For Application Development & Delivery Professionals

Content And Commerce: The Odd Couple Or The Power Couple?

How To Choose Between Using A Web Content Management Solution, An eCommerce Platform, Or Both

November 19, 2013

Authors

  • By Stephen Powers,
  • Peter Sheldon
  • with Zia Daniell Wigder,
  • David Aponovich,
  • Rebecca Katz

Why Read This Report

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, application development and delivery (AD&D) professionals must understand whether they need to support marketing and business needs with a web content management (WCM) system, an eCommerce system, or both. This report reveals what is driving the convergence between eCommerce and WCM solutions and provides a framework to use when considering the pros and cons of using these historically independent platforms together.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

Purchase Report

This report is available for individual purchase ($499 USD).

Purchase

Table of Contents

  • Commerce And Content Systems Are Entering A Transitional Period
  • The Siloed Experiences Of The Past Have Present-Day Implications
  • Several Options Tie Together The Commerce And Content Worlds
  • Where Will The Vendors Go?
  • RECOMMENDATIONS

  • The Ideal Doesn't Exist, So Prepare For The Best Possible Scenario
  • Supplemental Material
  • Related Research Documents

Recommended Research