Is it vital to merge ecommerce and marketing platforms?
Marketing and ecommerce groups often operate in silos with differing objectives, which has led to separately-built brand and transactional experiences hidden behind the virtual shop-front or ‘glass’. Both classes of platform – content management platforms such as Adobe and Wordpress, and ecommerce platforms such as hybris, Magento and WebSphere Commerce – have honed their functionalities to a superior level in hot pursuit of independent objectives.
But Glen Burson, Chief Technology Officer at Salmon, a Wunderman Commerce Company, believes that with product development taking place in perfect isolation, the end result satisfies neither online retailers nor their customers. In an era of consistent cross-channel digital experiences, customers need unified experiences while marketers and e-business professionals need the tools to manage them.
Is headless commerce retailers’ long-awaited answer to the content and commerce convergence challenge?
To read more, go to pages 4-5 in Salmon's Point of View on Content for Commerce.