Content Drives Commerce, Not Just Engagement


What is an ecommerce site? Is it a vehicle for selling products, or an opportunity for compelling storytelling that helps establish meaningful connections with customers? The answer is it’s both. Today’s leading brands are integrating content and commerce to inform and guide the buying journey. Marketing and ecommerce functions must therefore work together to ensure that every piece of content (video, blog, podcast, etc.) leads to a product page and ultimately to a purchase. This video featuring Forrester Research’s Peter Sheldon is the first in a series of five that identifies key retail trends in 2015.

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  1. […] Bringing together content and commerce in a meaningful way has been an organizational challenge for many brands – siloed teams, disparate channels and, most significantly, the lack of a clear strategy. The role of the brand’s ecommerce site often varies depending on whom you ask – marketing or ecommerce. We covered this in a recent interview with Forrester Research analyst Peter Sheldon, who believes the ecommerce site serves both discovery and sales. […]

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