When building an efficient
marketing engine within an organization, it is important to have the right
toolbox for the marketers. The feedback our customers have given us is that what
is needed is one place for the creation of the product stories, not just to store
the content. They have to be creative and to be able to move from insight to
action. Equally important is the context of the product story, the publishing
platform, eCommerce, email marketing, WCMS, etc. that lays out the context to
create the right ambience for the product stories.
So, with a digital marketing
hub for the creation of the product stories and a publishing platform for the
creation of the right context for the product stories; this combination will
convert your products faster in all channels.
With inRiver's Channel Manager
we want to enable the marketers to merchandise the assortments for the right
channels not just pushing the whole product catalogue all the time. For the marketer
to be efficient and able to do this they need to work a graphical user
interface with an overview of the product stories and where they easily can
create new assortments and channels. In a worst case scenario where the whole
product catalogue is published in a non-segmented fashion the publishing
platform must handle all the segmentation and faceting in its UI or even worse sometimes
create code for assortment specific campaign sites, brand sites or for B2B
customer portals with customer unique products. inRiver can work with several
Channels with unique product assortments but still pushing to the same
publishing platform, making it a lot easier and more efficient to overview and
manage the Product assortments in the inRiver graphical Channel Manager. The different
channels with the different assortment can then be given their unique
context/layout in the publishing platform thus creating the ultimate Customer
Experience.
Make it a priority that your
marketers have the right tools for creating Context and Customer unique assortments
and use them in different contexts.
-- Jimmy Ekbäck, CTO --
-- Jimmy Ekbäck, CTO --
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