Websites are often considered an extension of a company — whether it be a brand, retailer or independent store — like an artificial limb attached to the organic body of the business. You build a solid base around in-store sales and experiences and supplement that with a channel for online sales.
And while the skyscraper of sales remains heavily tilted towards in-store sales, the forceful gales of commerce have pushed the high-rise structure in the opposite direction towards an increasing importance of ecommerce.
eCommerce is no longer an extension of a company body; it is part of the company body, like the left hand complimenting the right hand. Yet its functions are of course different. A website attracts new customers and retains current customers via digital content and relies on wording, images, videos and apps.
And how you organize and manage the medley of media components is a high priority, something that requires a serious platform. A serious platform like Adobe Experience Manager (AEM), a premier web content management system, and one of the fastest-growing content management platforms in the industry.
AEM consists of a number of features that simplifies the management of content as well as the delivery. Namely, these are forms, communities, assets, mobile, and sites — all combined and synthesized to create a world-leading CMS for high-traffic sites whether on desktop, laptop or mobile.
It can be used as a stand up platform or part of a wider ecommerce strategy with other members of the Adobe Experience Cloud family — Adobe Analytics, Adobe Audience Member, Adobe Campaign, Adobe Advertising, Adobe Target, and Adobe Commerce Cloud. Or it can also be seamlessly integrated with other ecommerce cloud families in the same neighborhood, such as Salesforce Commerce Cloud.
This point is particularly potent for brands and retailers who may already be present on legacy platforms or splintered off into particular cloud-based products for specific operational needs, such as one for commerce, one for content, one for finance, etc.
According to StackShare, there are 725 companies that equip their tech stacks with AEM, including Nike, GoPro, Samsung, Audi, and Twitter — all of which are incidentally clients of United Virtualities. (What a coincidence, indeed!)
Powerful brands and retailers use AEM because they want to:
- Organize better task management within a platform that allows separate workspaces for specific projects so that every single worker has their own assigned role, enabling each team to work on their own part of the greater whole.
- Store all content — from the written word to images and video — on a cloud-based platform to organize the digital asset management, so that each team member is able to access files related to a project from multiple locations.
- Personalize content to identifiable sets of customers and even tailor-made messages to individual customers, enabling you to use your brand’s personality and style to customize content for each one of your customers.