CoreMedia Commentary

A thought leadership and discussion forum


Thought leaders discuss relevant topics that impact content management professionals. Make your thoughts known and opinions count. Rate articles and learn from your peers.

CoreMedia Commentary uses CoreMedia's deeply integrated Elastic Social to enable social conversations around content.

  • The Perfect Match: Building a Healthy, Meaningful Relationship between Content and Commerce | Commentary

    by Doug Heise
    Consumers decide how, when, and where they want to interact with brands. This puts pressure on companies to respond quickly — often in real time — or risk losing a customer to a competitor who can. This article explains what has driven the e-Commerce market from basic online sales to global, ...more...
  • Separate Lives: Overcoming Multi-channel Disparity in E-Commerce | Commentary

    by Doug Heise
    Shoppers want to do more than simply transact. They want to be able to interact with the brand, explore different product categories, converse with their peers, get tips on how to use a product, and see a product in context. This article explains the importance of experiential commerce and ...more...
  • CoreMedia Response to Forrester Content and Commerce Report | Commentary

    by Doug Heise
    CoreMedia details it’s unique “Blended Hybrid” approach to leverage the strengths of both WCM and e-Commerce systems to deliver the most appropriate aspects of the online experience. Greater flexibility is provided for the teams involved and deeper real-time integration is possible than any of ...more...
  • Disconnected Customer Experiences are Fraught with Friction | Commentary

    by Glenn Conradt
    Digital marketing and e-Commerce teams have traditionally worked on separate missions. Marketers have been focused on creating higher engagement with the brand and e-Commerce teams have had laser vision on product sell-through and revenues. Unfortunately, the variation in experiences can be so ...more...
  • Experiential Commerce: The Vision and Value for Unifying the Customer Experience | Commentary

    by Glenn Conradt
    Buyer expectations have become more demanding. Customer experience professionals strive to exceed them, but there comes a time when their efforts hit the wall. The culprit: a fragmented and poorly integrated digital presence that leaves customers confused and revenue on the table. As marketers ...more...
  • The Role of Product-Aligned Storytelling in Experiential Commerce | Commentary

    by Doug Heise
    Some shoppers know exactly what they want – others don’t. Some are driven primarily by price and availability, whereas others have an emotional attachment to a particular brand that is best addressed through storytelling. Experiential commerce enables marketers and eCommerce groups to supersede ...more...
  • Create Cross-Channel Consistency for Every Touchpoint | Commentary

    by Doug Heise
    While price may be a deciding factor in many purchases, it’s not always the deciding factor. Incorrectly assuming that you know what your customers what to buy will lead to missed opportunities that transactional commerce isn’t equipped to address. Experiential commerce attempts to understand ...more...
  • Experiential Commerce: 3 Goals and an Incremental Approach | Commentary

    by Doug Heise
    Making the transition from transactional to experiential commerce can be a challenge. Not only must marketing and e-Commerce teams learn to work in sync, but they must use the right technology to do the job.  Taking an incremental approach is one way to ensure that the project is successful.more...
  • Think global. Act local. | Commentary

    by Martin Pakendorf
    In the age of global commerce and communications the world is becoming a much smaller place. Businesses are increasingly operating globally, interacting and connecting with customers, partners and employees all over the world. As a result, a growing number of company web properties must support ...more...
  • Are you ready for the Post PC Web? | Commentary

    by Gerrit Kolb
    The mobile web increasingly is becoming the only web – or at least the only one that matters for companies that value innovation and happy customers. It no longer makes sense to think of mobile web sites – or even mobile apps – as somehow secondary to the Web that visitors engage with on PCs and ...more...
  • Bringing content and commerce together | Commentary

    by Jochen Toppe
    The traditional approach to building online brand experiences and e-Commerce shops is broken and can no longer scale to meet the demands of a new, empowered breed of digital consumers. The old way of selling products and services online involves building entirely separate brand experiences and ...more...
  • Your vendor may be able to spell “cloud,” but can he “speak” it? | Commentary

    by Knud Kegel
    Most modern Web Applications are designed to reach a global audience. But when the world flocks to a single Web property at the same time, it can easily become overwhelmed. Network communication is inherently afflicted with latencies and bandwidth limitations that can make a bad situation even ...more...
  • 5 Reasons to Structure Your Content for Genuine Reuse | Commentary

    by Doug Heise
    The Web that we experience today is radically different from the one we experienced as recently as 5 or 6 years ago – and this requires a very different approach to managing and delivering online content. How you exploit your content assets across multiple channels and devices can make the ...more...
  • Is it time for IT to hand the reigns to Business Users? A New Paradigm. | Commentary

    by Glenn Conradt
    THE PROBLEM: Most WCM UIs were Designed for Tech Geeks. As the Web has evolved, the demands on business users – marketers, editors, publishers, and business managers – have increased, yet the technology that they depend upon has fallen behind – leaving them struggling and ill-equipped to ...more...
  • How a good WCM solution can save your business | Commentary

    by Martin Pakendorf
    The online experience is more diverse and complicated today than ever before. Audiences are more fragmented, less loyal and increasingly impatient. Attracting a customer’s attention and developing a one-to-one relationship with them that evolves over time is a holy grail for marketers, but it’s ...more...
  • Smart companies master complexity with multiple integration strategies | Commentary

    by Knud Kegel
    Not all that long ago, a website was simply a combination of static HTML pages that supported the most common web browsers. Web Content Management Systems stored these pages in a dedicated repository and served up static, one-size-fits-all experiences to all visitors. While this was sufficient ...more...
  • New realities require new editorial tools | Commentary

    by Glenn Conradt
    Today, a successful WCM implementation must be measured against more than the basic requirements of publishing to a web property, keeping costs down, providing a stable service and improving ROI. With the acceleration of internet adoption and the proliferation of new mobile devices, and the ...more...
  • The future speaks context | Commentary

    by Gerrit Kolb
    Today’s online customers are empowered like never before, engaging with companies across a range of touchpoints and enjoying the benefits that come from greater price transparency, increased access to information, and personalized content from their social networks and online communities.more...
  • Don’t let social media ruin your brand – or your web performance | Commentary

    by Knud Kegel
    Social Media is now an expected feature of any web property. Most corporate web sites today incorporate some kind of social media – ranging from just a link to a corporate Facebook page to incorporating social tools like commenting, rating, polls and forums. By tapping into the phenomenal ...more...

  • The future speaks context | Commentary

    by Gerrit Kolb
    Today’s online customers are empowered like never before, engaging with companies across a range of touchpoints and enjoying the benefits that come from greater price transparency, increased access to information, and personalized content from their social networks and online communities.more...
  • Bringing content and commerce together | Commentary

    by Jochen Toppe
    The traditional approach to building online brand experiences and e-Commerce shops is broken and can no longer scale to meet the demands of a new, empowered breed of digital consumers. The old way of selling products and services online involves building entirely separate brand experiences and ...more...
  • CoreMedia Response to Forrester Content and Commerce Report | Commentary

    by Doug Heise
    CoreMedia details it’s unique “Blended Hybrid” approach to leverage the strengths of both WCM and e-Commerce systems to deliver the most appropriate aspects of the online experience. Greater flexibility is provided for the teams involved and deeper real-time integration is possible than any of ...more...
  • Disconnected Customer Experiences are Fraught with Friction | Commentary

    by Glenn Conradt
    Digital marketing and e-Commerce teams have traditionally worked on separate missions. Marketers have been focused on creating higher engagement with the brand and e-Commerce teams have had laser vision on product sell-through and revenues. Unfortunately, the variation in experiences can be so ...more...