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Three points of focus:
- Speed-To-Market
- Focus on marketing content (The product offering)
- Ease of sharing information
When operating in a
Multi-Domain context some domains benefit more from being fast, agile, and easy
to move across channels. If you look at your product offering, this is one
domain that benefits from being fast and agile because if you want to promote
this in all your channels (eCommerce stores, mCommerce, catalogues) this needs
to be fast and easy to consume. Both for your attracting channels (Catalogues,
email, searches and ad’s) driving attention and to get customers to where they
can convert on your product offering in your
converting channels (Store, mCommerce, eCommerce etc.) This is the story
our customers has told us over and over again, how important it is to support
the converting channels in a fast and agile way, so that is why speed and focus is very
important when working in a domain involving your product offering.
inRiver works with
multi-domain content, like transactional, customer, supplier, BI and social
content, but it is always product centric,
enabling fast cross-channelling of product content. The focus of inRiver
is to build your product offering in the
iMM (inRiver Marketing Model) to enrich and relate the correct marketing
information like a DM Hub (DM – Digital Marketing Hub http://chiefmartec.com/2013/06/gartners-mind-blowing-digital-marketing-transit-map/)
for your products to be featured in all your attracting and converting channels.
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If a platform is built
under the assumption that it will hold all information and have all business
logic that a product selling company will need for achieving digital success,
it is a very big assumption to make. Neither is it a very humble assumption to
make because most likely others (now and in the future) will build solutions
that your platform will benefit from interacting with.
This is why all modern platforms must excel at information integration and the ease of sharing information rather than "do everything".
-- Jimmy Ekbäck, CTO --
