“The tide is turning on privacy. This report combines research from several Forrester investigations to provide an holistic view of the changes in consumer perceptions and expectations of data privacy.”
Great post on Linkedin from Jamie Grenney on Big Data advantages with links (included below) to some great Marketing partners with solutions – leaders in their spaces – that simplify the monetization of the data.
“Big data is a buzzword that is ambiguous and often misunderstood. But it also feels like it could be the next big thing.
While some companies have the resources to collect big data and build their own proprietary applications, it is likely that best-of-breed vendors have better end-to-end solutions.
We’ve already seen this for A/B Testing, Search Optimization, Display Retargeting, Lead Scoring, and Product Adoption. In each of these categories, companies can ride the big data wave without having to hire a single data scientist.”
Are your marketing and eCommerce groups operating in silos? Do they have differing objectives, leading them to buy independent solutions for brand content and transactions?
App Dev and Delivery Professionals must understand whether they need to support marketing and business needs with a web content management (WCM) system, an eCommerce system, or both.
Leading WCM and eCommerce platforms also show some overlap in functionality making the choices difficult.
First, let’s keep in mind that Enterprise Content Management and Web Content Management are different.
Gartner defines Web Content Management (WCM) as:
“The process of controlling the content to be consumed over one or more online channels through the use of specific management tools based on a core repository. These may be procured as commercial products, open-source tools or hosted service offerings.
Product functionality goes beyond simply publishing Web pages to include:
• Content creation/authoring functions, such as templating, workflow and change management
• WCM repositories that contain content and/or metadata about content
• Library services, such as check-in/check-out, version control and security
• Content deployment functions that deliver prepackaged or on-demand content to Web servers
• A high degree of interoperability with adjacent technologies, such as CRM (in particular, with marketing resource management and multichannel campaign management), digital asset management (DAM) and Web analytics “
• And more……Review the Gartner article for a complete list.
Some Enterprise Content Management systems have some overlap with WCM, however, the success of specialization due to the growth of online ebusiness requires analysts to offer a separate analysis.
The ECM focus will include document management; image processing applications; and workflow/BPM.
Leaders in the ECM space have included IBM, Microsoft, and EMC; while WCM leaders have included Adobe, SiteCore, and SDL. ECM leaders will offer a WCM capability built into their platforms that may not offer the capabilities of the specialists in WCM.
So, how does one go about choosing a WCM; an eCommerce platform; or a hybrid of the two?
Your choice will depend on a number of factors that include:
• Complexity of Product Taxonomy
• Content (Rich media vs. product-centric)
• Size of Product Catalog
• Site Ownership (Digital Experience vs. eBusiness)
• % of total revenues from online channels
When looking at combining eCommerce and WCM platforms: the WCM-led choice will be the most complex integration approach, leaving the eCommerce platform to act as a services layer (providing inventory, PIM, Pricing, cart/checkout services) that the WCM platform consumes.
The eCommerce-led choice leaves the WCM platform as a content repository which some retailers might favor, as such an approach helps enforce governance around rich media processes, and content creation. Manufacturers will be least likely to justify this approach given the cost of ownership.
Caveat: Avoid biting off more than you can chew. Only the largest enterprises with the deepest pockets and application development teams should consider integrating best-of-breed eCommerce and WCM platforms.
After reviewing your analyst’s reports, visit the vendor customer lists on their web sites to get more of an idea of what type of organizations might be using the platforms related to your organizations size and needs.
Visit my video on Linkedin for a presentation with more detail on the decision matrix.
First, who might benefit most from a PIM solution?
Long gone are the days when basic product descriptions, specifications and plain photos were enough to sell products. Today, product detail pages include detailed descriptions, multiple photos, zoom functionality, video, ratings and reviews and so on.
Showcasing products from multiple angles, zoom functionality, 360 degree images, and video are just some of the ways B2C and B2B sellers are creating a more “real-life” representation of their products.
Sales are enhanced with product details that provide enriched content that brings context to the product, helping to guide the buyer through the decision-making process.
I thought this short YouTube on Product Information Management might offer some insight on the importance of a PIM solution for B2B and B2C marketers trying to get a handle on product information.
Many sellers also include contextual and lifestyle content such as ‘How To’s’ and user guides. In addition, most retailers today incorporate user-generated content such as ratings and reviews to help the consumer make an informed decision. Some are even bringing customer-generated photos and videos shared on social media to showcase how real people, in real life, are using the products.
A PIM solution becomes very necessary.
Just a few problems when you do not have a PIM solution:
PIM value to the organization includes customer satisfaction, customer service, Detailed product content is a differentiator when it comes to customer experience. :
I highly recommend seeking out the PIM Value Index from Ventana to learn more. They offer an evaluation of leading PIM vendors. Forrester and Gartner are obviously other great resources.
Mobile may be the future, but when it comes to online shopping consumers have plenty of reasons why they head back to the old PC to make a purchase.
Great post from Bill Bishop at ‘brick meets click’.
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