Forrester Research: Bridge the Commerce/Content Divide with Your Enterprise eCommerce Platform
You know this story all too well. Your commerce team launches an online store on an enterprise eCommerce platform. The Commerce and IT teams evolve it as your online business grows. Now they want to add content, including reviews and rich media, that will educate and guide shoppers along the shopper's journey.
Meanwhile, your digital marketing team regards the online store as a missed branding and engagement opportunity and tries to jump in and contribute only to find that the system can’t meet their needs. So marketing goes outside to a digital agency, pays for a separate microsite, and takes their creative production needs elsewhere. And thus a classic divide is formed.
In this research report, you’ll learn why companies selling products and services online are leaving money on the table due to their failure to unify content with their enterprise commerce platform.