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Unify Content and Commerce to Accelerate Digital Transformation

Twenty years ago, who would have imagined that you could get a quote from a bank or health insurance provider through an app on your phone? Or use a voice-based assistant like Amazon Alexa to order a few household items? The continuous evolution of technology has unified content and commerce, and it goes beyond simply advertising individual products.

Quality Content

Because a customer’s search starts online, the quality of the content provided will be the difference between a bounce and a conversion. Successful promotions utilize engaging product stories that incorporate content through various means. According to Internet Retailer, more than 11% of retail shopping done online. So it should come as no surprise that “content and commerce” is a hot topic.

Visual Engagement

As consumer expectations grow, basic features such as a responsive and adaptive web design are essential. Flexible site layouts and catalogs of design elements that give users more control over the look and feel of the content improve the user experience. Immersive experiences allow you to blend content and commerce in real time.

Personalized Experiences

Personalized and targeted content allows augmented reality to go further than ever before. And while this is still innovative now, consumers will come to expect it. There are more ways to generate personalized content that you can use to cultivate a digital relationship with users. Personalized content is a tried-and-true way to increase repeat customers, and it will continue to improve as technology evolves. Tailored messages, location-based alerts, “smart” lists that recognize various stages of the customer experience lifecycle, and relationship-driven interactions are quickly becoming the norm. Therefore, you must find creative ways to continually improve these strategies.

Looking Forward

Soon, uniting content and commerce will not be an option if you want to stay relevant. In fact, in 2018 it is essential to accelerating your digital transformation. That said, companies that want to successfully blend their content and commerce sites must find a solution that will allow them to differentiate the shopping experience and optimize existing transactional processes in a way that engages today’s digital savvy buyers.
Download our guide, Five Digital Marketing Trends That Will Impact Your Business in 2018, to learn more about the importance of unifying content and commerce.

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Jessica Karasek

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