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Selling the Story: The Content and Commerce Connection

Selling the Story: From Store Operations to Experience Management

As the ecommerce channel becomes the key channel for many consumer driven brands, ownership of its P&L is moving to the marketing organization as that channel becomes the primary digital face of the brand. As marketing itself moves from a rigid “funnel” model aligned to a marketing calendar (Dads-and-Grads, Back-to-School, Black Friday) and the classic Four P’s of product-price-promotion-and place to a more fluid experience customized to the individual, the need for the marketing communications model to adapt becomes imperative.

Where in the past marketers might develop a handful of... More

The New Customer Decision Journey Needs Content

Demand generation for consumer ecommerce sites used to be as subtle as a brick to the face, generally consisted of pushed spam with “Buy Now!” subject lines hoping to drive customers to landing pages with annoying homepage hero offers.
Banner ads further annoyed the consumer, chasing them fruitlessly around the web in hopes of wearing them down and finally getting a sale out of them. In B2B, lead gen models put registration walls in front of “white papers” in hopes of snagging a potential customer’s phone number so a junior inside telesales rep could phone them and read a script.
This early... More

Turning Segments into Audiences through Personalized Experiences

Welcome the anonymous flood of traffic that arrives at an online store. Then dynamically customize each individual user’s experience, depending on how they found their way to the site, how they identify themselves, and what their past history is.
This has long been the holy grail for ecommerce executives.
Personalization was all the rage towards the end of the Web 1.0 phase of ecommerce and became a buzzword of sorts in the late 1990s at the height of the first dot.com boom. Today it is an absolutely essential expectation by customers that if they establish a one-to-one relationship... More

Selling the Story: The Commerce-Content Connection

The Mad Men era of the 1960s introduced the concept of storytelling to Madison Avenue and the brands they were pitching. Now storytelling is being integrated into the science of selling online, turning the classic catalogue-cart-checkout model into something closer to a magazine but with the added capabilities of personalization, segmentation and recommendation engines.
The ecommerce experience is making a transition from the familiar paradigm of search-compare-select to something closer to “shopping the story.” The implications for marketers and ecommerce professionals are profound and... More