Trends Report

Content And Commerce Technology: Traditional Marriage Dynamics Don't Apply Anymore

Options To Support The Integration Of Marketing And Buying Experiences Are Evolving

November 7th, 2016
MG
Mark Grannan
With contributors:
Stephen Powers , Brendan Witcher , Anjali Yakkundi , Allison Cazalet

Summary

Technology, marketing, and commerce groups often operating in silos leads to separate technology solutions for brand content and transactions. The resulting fragmented digital presence confuses the customer, is difficult to manage, and leaves revenue on the table. New commerce and content possibilities are emerging where legacy patterns will continue for the next three to five years. AD&D pros must be aware that cloud deployments, headless (API-only) solutions, and operating models expose a new way forward that will shape digital experience strategies.

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