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SAP Jam Communities: content alongside eCommerce

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SAP Jam Communities, a tool designed to help companies create links between content related to a product and the product itself

Often in product marketing the content is considered the most important thing, but often the contents are many and messy: web pages, blog posts, reviews, user comments … For many companies this content remains online without finding direct connection with the products of which we talk about. According to SAP this makes it difficult for the consumer to make informed decisions about purchases of any kind, from consumer products like the purchase of a camera to something as complex as buying an enterprise technology. reason SAP, at the Hybris customer conference, presented SAP Jam Communities, a tool for SAP Hybris Commerce. The product, as its name suggests, was designed to help companies create coherent links between the contents of a product and the product itself. Jam the range of SAP products created a few years ago to facilitate communications between employees. Hybris the ecommerce suite owned by SAP since 2013. Combining the two technologies, SAP intends to respond to the need to create sites and apps that help consumers, businesses and communities. This new tool was created with an API approach -first, that is, all service components are available as micro-services and pluggable in any web page or app. This allows customers to personalize their ecommerce experience by displaying the right amount of content, depending on the complexity of the product they want to buy. For example, on the purchase of an external battery for $ 10 smartphones, simple reviews of the products available will be sufficient. When the purchase decision focuses on something more complex, more detailed content from different sources will be required. The objective is to have the purchase concluded directly from the SAP Jam Communities platform, through a button for the purchase present on each page. In the case of complex products, it is possible to provide a button to contact the sales force, the distributor or the dealer to obtain more information. SAP wants to offer something more than the traditional content marketing and create a type of ecommerce that includes the contents in the sales process , so that it is possible to measure their degree of effectiveness and connect them with the shopping experience. SAP has announced that SAP Jam Communities will be the first of a series of products aimed at the ambit of the enterprise-community.

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