The COVID-19 pandemic has transformed the global business landscape. Virtually overnight, nations around the world have closed shops and restaurants, curtailing every activity not considered “essential.”
And the impact on the world’s economy has been seismic. In the last few weeks alone, with millions of people around the world “sheltering in place,” more than 22 million American workers have filed for unemployment.
As modern consumers, we have long been used to living in a world where online purchases are part of our everyday life. We order everything online – from books and toiletries – to gifts and groceries. As Amazon gobbles up companies like Whole Foods, even traditional brick and mortar stores are experiencing a fundamental sea change that promes to merge physical and digital shopping into a single experience.
All too often, a client or prospect asks me about the ROI for a content-driven web experience.
In B2C, the traditional setup is to have a marketing/campaign site then a separate shop/commerce site – often with a big drop-off in traffic between them. Eliminate that gap, factor in additional traffic on shoppable pages, and there’s your case: without campaign content, you’re missing a valuable SEO- and brand-building tool.
