the winning approach to content & commerce
Post on 23-Feb-2017
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Attract, Engage, InspireJuly 26, 2016 The Winning Approach to Content & Commerce
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#BW welcome to todays webinar: Attract, Engage, Inspire: the winning approach to content and commerce. A few quick housekeeping notes this webinar will be recorded and available online in a few days. We welcome you to submit questions at anytime during the webinar using that chat function. We will have a q&A session at the end. 1
Borrowing a play from the winnersFinding the right platform fitQ&A What well cover
#BW: Heres what well cover today. 2
Borrow a play from the winners
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#KM hand over to EK
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Original content that educates & inspires
#Content is your counter to the price and convenience pressure that amazon and others are presenting
REI does a great job at mixing product content and Editorial & Lifestyle content to help the shopper find what shes looking for while inspiring Expert Advice, Classes, REI Adventures Trips, Shop All Camp & Hike GearLeveraging imagery & video in a pleasant & delightful way4
Clever use of Rich Media
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Educate them
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Social engagement from brand ambassadors
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Personalize the experience
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Personalize the experience
#Social/community
Member EngagementKnowledge articles and news
Books, digital, training, events and merchandise
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Educational/Guided Selling
#Educational/Guided Selling
Increased product documentation downloads, stock enquiries
Content Marketing SEO for emerging markets
Significant volume of products now sold direct
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Reseller/sales enablement
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ARE YOU READY?
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#Kerry14
ASSESS YOUR CONTENT + CONTENT MATURITY
#Kerry15
FIND THE RIGHT PLATFORM
#Kerry16
Platform optionsWeb Content ManagementEcommerceWeb Content ManagementEcommerceCaptiveSide-by-SideSingle PlatformOrEcommerceWeb Content Management
#EK17
Captive
#Pros is its 1 platform and implementation if focus is ecommerce shouldnt be a problem
Missing opportunity to merge content onto PDP
Missing opportunity on recipe page to sell product
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Side-by-side
#Pros is digital marketing and ecommerce can work autonomously
-store can focus on sales-digital marketing can focus on driving engagement and foot traffic to retail partners and retail promotions
Missed opportunity with cross selling with content to ecommerce 19
Single PlatformInspirational, educational and inspiring
Seamless content and commerce
#DB20
THE IDEAL CONTENT/COMMERCE WORKFLOWInsightPersonaliz-ationContentBuying ExperienceCampaignsTestingCatalog
FulfilmentCustomer ServicesPricing and Inventory
#DB21
Use Personas for best resultsAttractEngageConvertCareLanding PagesSEO structure and contentPersonalized experiencesLocalized and adaptive experiencesIntegrated campaignsSite search and navigationFAQ ContentUsage GuidesCommunitiesCustomer Personas
#DB22
Takeaways You cant do it all: Pick 1 or 2 Content & Commerce combinationsFocus on 1 aspect of the customer engagement cycle: Attract, Convert, RetainUnderstand the buyer in that stage: what are they looking for?Consider content ROI (the best content may not be the most cost effective)What content is easiest to enter into your CMS or Commerce platform?
#BW23
Q&AThank you!Ed Kennedy
Download the whitepaperhttp://www3.luminoslabs.com/Content-Collision.html edward.kennedy@luminoslabs.com
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#BW
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About Luminos Labs Digital Commerce Consultancy. Global team, Local feel.Over 30 implementations; Client online revenue >$400MM Omnichannel Retail & B2B eCommerce specialists
Project Management
User ExperienceDesign
SolutionArchitecture
BusinessAnalyst
QualityAssurance
Development
Managed Services
ImplementationStrategy
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