Unholy Matrimony: 5 Ways Chief Digital Officers
Can Mix Content and Commerce
“There has always been a separation of church and state between content and commerce,” said Shane Norman, Chief Digital Officer at Douglas Shaw & Associates.
He made his remarks at the “Content and Commerce: Natural Partners or a Shotgun Marriage?” panel held at the inaugural U.K. Chief Digital Officer Summit at the BBC in London, England, on October 29, 2014.
Increasingly, digital transformation is forcing both content creators and e-commerce companies to branch out into others’ territory. The results are sometimes awkward and not always successful, yet the experts on the panel all agree: such initiatives are absolutely necessary to publishers’ survival.
Watch the video for 5 ways Chief Digital Officers can mix content and commerce:
1. Choose New Revenue Streams that Fit Your Organization and Audience
2. Create Great Content–or Have Your Audience Do It
3. Your Relationships Are Just as Important as Your Content
4. Change the Very Structure of How Your Company Operates
5. Build for Both Content and Commerce
Participants included, from left to right in the video above, moderator Chris Whiteley: SVP, Digital at BBC Worldwide; Juan Lopez-Valcarcel: SVP of Data Science & User Experience and former CDO at Pearson; Shane Norman: Chief Digital Officer at Douglas Shaw & Associates; and Múirne Laffan: Managing Director at RTÉ Digital.
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