The Connected Consumer: Where content and commerce meet
With the rapid adoption of the internet and mobile technologies, online content — words, images and video — has become the way consumers explore their world. These Connected Consumers are now receptive to the stories that brands tell. Narrative is key, and customers crave fluid access from story to store.
Until recently, content and commerce have existed as separate concerns. Each environment demanded different tools, used different success metrics and viewed the customer’s journey through different lenses. Web content management (WCM) tools — also known as content management systems (CMS) — and commerce platforms have each served different masters within businesses.
The integration of content with commerce is now necessary. The good news is, it's also more possible thanks to the development of new tools and systems to serve the Connected Consumer.
The Rise and Role of Content
The new wave of Connected Consumers is not just connecting to products digitally, they also crave meaningful and relevant connections to products and brands. Content positions a company as a provider of information and an expert in its field. Content not only builds relationships — potentially developing brand advocates — it can also fortify a company's SEO position and provide sales teams with consulting resources. In the digital age, it's no exaggeration to say that a brand’s ability to manage how its content is used will largely determine its success.
The new wave of Connected Consumers is not just connecting to products digitally, they also crave meaningful and relevant connections to products and brands. Content positions a company as a provider of information and an expert in its field. Content not only builds relationships — potentially developing brand advocates — it can also fortify a company's SEO position and provide sales teams with consulting resources. In the digital age, it's no exaggeration to say that a brand’s ability to manage how its content is used will largely determine its success.
The Role of Content in Modern Sales
Content enjoys a fluid and dynamic interplay with consumers — and it's a free market. Connected Consumers rely heavily on their self-serve behaviors, including word-of-mouth, peer recommendations, and social media. The result: the ROI on cold calling has decreased drastically. According to a recent study by MarketForce, 81 percent of U.S. online consumers’ purchasing decisions are influenced by friends' social media posts versus 78 percent who are influenced by the posts of the brands they follow on social media.1
Content enjoys a fluid and dynamic interplay with consumers — and it's a free market. Connected Consumers rely heavily on their self-serve behaviors, including word-of-mouth, peer recommendations, and social media. The result: the ROI on cold calling has decreased drastically. According to a recent study by MarketForce, 81 percent of U.S. online consumers’ purchasing decisions are influenced by friends' social media posts versus 78 percent who are influenced by the posts of the brands they follow on social media.1
Then there’s the 80 million strong Millennial Generation — digital natives especially adept at using social media and online platforms. In fact, social networks are the preferred means of discovery for nearly one-third of all Americans, and regardless of age, that number is up from 18 percent in 2010.2
Clearly, consumers are looking for new ways to learn about products. As trust in both sales and advertising declines, word-of-mouth marketing, user communities, user generated content, and social networks are rapidly rising as the best ways to build engagement, loyal customers and more revenue over time.
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