Trends Report

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 19th, 2013
Peter Sheldon, null
Peter Sheldon
With contributors:
Zia Daniell Wigder , Rebecca Katz , David Aponovich


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.

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