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Forrester Research: Bridge the Commerce/Content Divide

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The Issue: The Content and Commerce Divide
Commerce and digital marketing teams tell a familiar story. The commerce team launches an online store on a commerce platform. Commerce and IT focus on the platform and evolve it as the online business grows—focusing
on basics such as PCI compliance and product information and expanding to more complex integrations. Now they want to add content, such asreviews and engaging media, that will inform and guide shoppers.

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Why we’re dropping the “e” in eCommerce. And why you should too.

The rise of m-commerce, the struggles with social-commerce, the growing maturity of e-commerce, the integration of technology into physical commerce… it can be, no it is, overwhelming. As marketers, we feel the need to distinguish between the different types of platforms consumers use to research and purchase products. We have mobile teams responsible for developing shopping apps, and optimizing the mobile experience.

Retail and Non-Profits Have More In Common Than You Would Think

One of the main reasons I got into marketing, and specifically marketing for commerce, is because people fascinate me. How does a consumer make a purchase decision? Why then? Why that product? Why is Target ‘Le Target’ while Wal-Mart is ‘Wally World’? I’ve spent my whole career digging through those questions, only to come up with more.

An eCommerce Retrospective: Ten Summoner's Tales, Twenty Years Later

20 years ago the world changed. On August 11, 1994 Phil Brandenberger paid $12.48 plus shipping for Sting’s “Ten Summoner’s Tales” and made history as the very first online shopper. One year later Amazon.com and AuctionWeb (later to become eBay) both embarked on a historic journey to become the power-houses they are today.

How Blake Lively Almost Got Content for Commerce Right. Almost.

When I first heard Blake Lively was launching a lifestyle/ content/ commerce website, I’ll be honest, I was excited. I was a pretty big Gossip Girl fan back in the day, and I’ve always admired her cool, eclectic sense of style. According to Vogue, the site is “part digital monthly magazine, part e-commerce venture, part video blog, the site will seek out and celebrate people all over America who are making things—food, clothes, pillows, dishes, dining-room tables—with their hands.”

Drupal for Digital Commerce – Bojan Živanović

Bojan and I chatted at Drupal Dev Days 2014 about one of the newest and most important weapons available in Drupal's eCommerce arsenal: recurring billing for digital commerce in Drupal Commerce.

Acquia Appoints Ray Grady as Senior Vice President of Commerce [July 14, 2014]

Industry Veteran Joins Acquia to Drive Commerce Strategy and Enable Brands to Increase Conversions through Content-Rich, Digital Shopping Experiences

The ecommerce media experience: new triggers and signals

The sudden shift away from desktop browser experiences to the mobile web has been both a huge challenge and opportunity for ecommerce user experience management. While having a mobile version of the store was a priority in the five years, the new user expectation is that the site will respond to their circumstances intuitively down to an awareness of whether or not they are in a moving vehicle or inside the brand’s actual store.

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.

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