Content and commerce must intertwine to drive business results and to meet consumer demands for a frictionless experience.
As the year comes to a close, I’ve reflected on where digital marketing is headed, and what the driving forces in the marketplace will be in 2014. In talking to Episerver customers over the past year a recurring theme for marketers and retailers alike is the continually increasing need for seamless content marketing and ecommerce technology solutions driven by a solid experience strategy. Experts in the field note that content and commerce must intertwine in order to drive business results, and while traditionally, these two platforms have been separate, new consumer demands in this highly-competitive market are the gap to close for a frictionless experience.
According to a recent Forrester Research, Inc. report, "Companies need cohesive digital customer experiences, but marketing and e-commerce 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."
In order to fill this market need, Episerver recently introduced Episerver 7.5 Commerce to help merchandisers and marketers with the challenge of controlling their layout, design and landing pages through tighter integration of content and commerce. In doing so, the release provides both B2B and B2C marketers a seamless way to sell, without actually “selling”.
What do I mean when I say “selling without selling?” Think of it as the digital experience equivalent of an excellent in-store shopping experience. If you’ve ever ventured into a store with a vague idea of what you’d like to buy and walked away with every item checked off of your non-existent list, you’ve personally experienced selling without selling. The store staff provided you with an experience that met your needs and surpassed your expectations. It’s simple: the core of selling starts with optimizing and improving customer experience to build brand loyalty, and in the ecommerce space, improving the customer experience online. By making the customer online experience more satisfying, and engaging customers in a meaningful relationship with your business, you’re able to “sell” without actually selling.
What we love about this release is that it will allow Episerver clients to capitalize on the convergence of e-commerce and content marketing, enabling improvements in top-line revenue and overall business functions. By creating a combined solution, Episerver 7.5 Commerce offers a transparent business view, beyond complex side-by-side or e-commerce led integrations that have limited users and the experiences they create for their customers for years. This new platform helps marketers reach the connected consumer by enabling them to seamlessly interact with customers across channels, which has proven to be a tremendous asset.
Our customers have been thrilled with the updated platform, and we’re looking forward to continually innovating in 2014 and beyond.
Want to learn more about the Episerver 7.5 Commerce? Click here to learn how your organization can employ Episerver’s latest Commerce platform.