Effective web marketing and e-commerce needs solid back-office systems

News & Events 2008-06-30

From the companies I have spoken to and events I have attended, it’s actually pretty clear that most publishers have established some very good web sites, creating real connections between readers and authors and offering a significantly improved sales and marketing experience for customers and suppliers alike. However, it is all well and good having wonderful interactive web sites and online sales potential, but if you don’t have the core business systems to support them, it is like having an expensive and elaborate shop front with no staff.

The key to a full business management IT system that truly and effectively supports eCommerce is integration. Information displayed on web sites needs to be up to date and accurate. Similarly, information added, deleted or changed should instantly update other areas of the system. If this doesn’t happen automatically, you are left with a nightmare administration issue and are vulnerable to significant and costly errors.

A fully integrated ERP system can really help publishers achieve all its online objectives while maintaining efficient business practices. The e-Commerce elements should access the same business logic and database as the rest of the system to provide a single version of the truth throughout the organization. This means that the web site is integrated with all other aspects of the business and can be kept up to date and accurate.

Visitors to the web site should be able to move seamlessly from browsers to buyers. The processes need to be in place that allows them to purchase online, either directly from the publisher or as a link through to authorized retailers. Its design should be very easy to setup and maintain so that publishers can concentrate on marketing issues rather than operational.

In terms of digital content and distribution, today’s leading ERP systems for publishers should be able to handle digitized books and other materials and manipulate them in any format the customer requires. Digital content needs to be stored and managed so that it can be made instantly available when and where it is needed.

To get the most from on-line book and digital content sales, publishers are forced to rely on IT and, more specifically, a dedicated e-Commerce solution. However, to be truly effective, an e-Commerce system has to be fully integrated into the overall business management system. This enables a range of business interactions over the internet using real-time, accurate information. The solution has to be as automated as possible and that means allowing customers’ own to access key information from your own systems to establish availability, customer-specific pricing, lead times and many other items.

For example, the e-Commerce module within IBS Bookmaster accesses the same business logic and database as the rest of Bookmaster, providing one version of the truth. This allows internal and external users to obtain the information you want them to see securely through the module. The data is based on exactly the same data that your company uses for other Bookmaster modules, such as Order Processing, Inventory Control and Billing. This creates a natural flow of information through the e-Commerce module to and from the web site, such as title restrictions, title substitutes and credit information.

Publishers have a major task ahead of them to exploit the online world, not least because they face the stiffest possible competition from each other. However, with a solid, reliable and integrated ERP system managing the flow of accurate and up-to-date information to and from the web site, as well as handling all the administration factors, such as online purchasing and availability requests, publishers can make sure their web sites are more like shop fronts that are supported by the best and most efficient team around.

By Mike Irving, VP Publishing, IBS