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BizReport : Ecommerce archives : September 06, 2010

WebCollage launches self-serve interactive toolset

This month online content publishing hub WebCollage begins the release of several new tools to make publishing a simpler process. The first of those tools is the Content Publisher, which offers brands and marketers a self-serve solution to create, distribute and update interactive product demos, online tours and other interactive activities directly to product pages.

by Kristina Knight

webcollage.gifThe Content Publisher tool will allow these creations to be served directly to retail partner websites as well as manufacturer or branded sites. It integrates into the existing WebCollage SaaS solution. This gives brands control over the creation and distribution of the interactive elements.

"The industry has been asking for an attractively priced technology solution that allows marketing personnel to create cool interactive content from basic assets and be able to publish their interactive content in real time directly into their retailer's product pages," said Scott Matthews, CEO of WebCollage. Matthews went on to say that more publishing enhancements are in the WebCollage pipeline, set for release over the next year.

Because the tool is self-serve and operates by using existing assets, it can be used by nearly any marketing team, making it a cheaper alternative to demos or tours created out of house.

Many brands have found that consumers react well to interactive options, increasing the intent to purchase as well as final conversion numbers. When a consumer can click to see how a product, such as a vacuum, will run or click to virtually tour a sale property from a real estate website, it gives them control over the process. This helps to create a more engaging online experience, which is what research indicates pushes those important final conversions.

Tags: advertising, Content Publisher, ecommerce, online product demo, online retail tour, WebCollage

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