- Four good reasons for content commerce
- Consolidate brand loyalty
- Strengthen confidence in the brand
- Improve Google ranking
- Increase conversion
- Types and trends of content commerce
- Away from a striking product presentation to an individual world of experience
- Supreme discipline of user-generated content
- Future disciplines for all senses
- Content commerce and artificial intelligence
- Facts and figures
- What is important for consumers?
- Best practice
- Use Case: STABILO – Merging of Markenwelt & Onlineshop
- Use Case: Fissler – An appetite for more
- Challenges for successful content commerce
- External challenges: System landscape and technology
- Internal challenges: company-specific roles and processes
- Evaluation of content management and e-commerce systems
- dotSource Vendor Matrix: Content Management Systems (CMS)
- dotSource Vendor Matrix: Shop systems (Commerce)
Flooding the marketplace with offerings that are available anytime, anywhere through digital channels makes it difficult to stand out from the competition. The market is becoming increasingly transparent and big players like Amazon are pushing prices down.
In this fight for attention, it doesn't help anymore to advertise on countless channels. Classic online advertising is at a critical juncture because many users are already blind to banner ads or simply hide them with the help of ad blockers.
For your (potential) customers this means: On the net, they're looking for new ideas. In doing so, they browse less for specific products than for information, advice, tips, and inspiration. Right here is where you should start as a brand, retailer, or manufacturer.
Link your products to relevant, contextual content, add real value to your audience, and ensure that the brand and product are present to the customer at a very early stage of their journey. This allows you to reach your customers before they even make a specific purchase decision.
The term content commerce stands for exactly this fusion of content and shopping possibilities. In the e-commerce industry, it's become firmly established. In order to profitably implement content commerce, high-quality, inspiring content based on a sophisticated content strategy is required. However, this'll only work if the technology works. Content must be flanked by up-to-date in-house processes as well as a flexible and powerful technological background.
This white paper uses various use cases to show how brands, retailers, and manufacturers can use content commerce and what technologies are needed.