In today’s omnichannel environment, discovery, research, and purchase have become part of the same process, removing the concept of distinct marketing and buying channels. With this collision of brand and commerce, both B2C and B2B organizations agree that product-centric and brand-focused content are essential to delivering the digital experience. However, content can only be relevant when the customer context is part of the equation.

In this paper, we will explore five key components to the digital experience equation:

• Content and commerce – availability and delivery of data and content from multiple sources and systems
• Customers and context – content in context to the customer at any point of the purchase journey
• Digital and physical convergence – synchronization of online and offline customer behavior as the lines between these channels further blur
• Brand and commerce convergence – collaboration between marketing and commerce teams with shared systems and metrics
• Scalability – ability to easily scale for new brands, touchpoints, markets, or even single-purpose campaigns