Webshop Integration: Differentiators

Direct integration of the e-commerce software with the ERP in the backend expands the possibilities to automate processes in online trading, at the same time it simplifies the system operation and the management of webshops. As a certified SAP partner and solution provider, including for SAP Business One, HANA and SAP S / 4HANA, Sana Commerce has developed a webshop system for this requirement that runs directly on SAP ECC, i.e. the ERP Central Component, without interfaces or connectors from SAP.

E-commerce with SAP environments: Sana webshops take SAP requirements into account from the outset. This concept is aimed in particular at medium-sized B2B companies for whom e-commerce is of strategic importance. It simplifies the implementation of reliable and personalized online ordering and service processes and, thanks to the central data management in SAP, guarantees a cross-channel, consistent view of business customers.
The webshop software from Sana Commerce offers extensive freedom for the front-end design, but the functionalities of the webshop take into account the industry standards of an SAP environment from the outset.

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Compared to conventional webshop software, five distinguishing features are essential when integrating the Sana webshop software directly with SAP ERP:

1. SAP business logic is mapped in the webshop – an e-commerce solution integrated directly with SAP accesses the business logic of the ERP environment in such a way that the data and calculations stored there are mapped unchanged in the webshop. Personalized webshop interfaces that show customers, for example, individual discounts and delivery conditions, can be implemented without any additional effort.

2. Webshop objects installed directly in SAP ERP – For a seamless SAP webshop environment, webshop objects are installed directly in SAP ERP. These objects speak the same language as SAP ERP, which ensures seamless, bidirectional data exchange between ERP and the webshop in real-time. A fully automated ordering process is only one result. An important side effect is that online buying behavior is also recorded centrally in SAP, thus enabling a holistic view of customers at all times.

3. Dispensing with connectors – the webshop does not take any detours via middleware or connectors. This means that information and changes from SAP are displayed in real-time in the webshop. There is no time delay due to querying the connector and no second database that would have to be synchronized. Online information on prices, special offers, delivery times, or target group-specific offers are reliable at all times.

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4. Interfaces superfluous – A direct webshop integration does not need any interfaces, since the webshop software does not have its table structures that have to be synchronized. Data from the SAP are therefore displayed immediately in the front end of the webshop. The information in the webshop is therefore automatically error-free and there is no need for interface maintenance.

5. Implementation and operation do not require any special skills – the technical implementation of a directly integrated webshop solution can usually be carried out internally by in-house employees who are generally responsible for the SAP ERP system. Support from specialized system integrators is not required.

This concept significantly shortens the implementation times for webshops. Updates to the Sana webshop software or the provision of new functions for the front end are checked in advance for smooth interaction with SAP environments. This makes it easier for medium-sized companies to systematically develop webshops and keep them up to date.

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Content Seeding – How good content is read

A content seeding strategy helps to place content where the target groups already are.

Relevant content is THE currency on the World Wide Web, because only useful, helpful or entertaining content is read, liked and shared. That is the credo of the content marketing strategy. But it is not enough to just publish content on your website or in the corporate blog because only a fraction of potential customers can find their way there directly. Most of them get to the valuable content via “detours” such as social media, news sites or search engines.

What is content seeding and how does it work?

Content seeding means “sowing content” on the Internet. In principle, content seeding is not a new strategy but rather ties in with well-known public relations concepts. Launching content through the media is a classic PR strategy. This means making information and content accessible to a broader public via traditional media intermediaries.

The principle of content seeding in the digital world is based on the same strategy but is much more extensive than in classic PR.

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Content Marketing: First comes the content, then the channel

For a successful content marketing and seeding strategy, you need above all relevant content and topics. In the second step, you need suitable media formats through which topics and content can be communicated: texts, images, graphics, documents or videos. And thirdly, there are the channels through which these formats can best be communicated and disseminated.

Channels and methods of content seeding

1. Content seeding via the press mailing list

A well-maintained press distribution list is part of the basic repertoire of successful public relations and therefore also part of content seeding. In both traditional PR and online PR, it is important to work with the right sources and contacts to benefit from the reach of important opinion leaders and multipliers.

In online communication, however, it is no longer just the traditional media and magazines, but above all the bloggers, influencers and social media communities that need to be won with an individual approach and added value.

Classic press mailing list vs. online press mailing list
Press mailing lists remain important to increase the reach of published information.

While the classic press distribution lists address journalists and editorial offices, the online press distribution lists publish directly on the portals. These are not just press portals, but also topic and specialist portals, blogs, and social media. And journalists can also be reached via online PR because journalists also use press portals and search engines for topic research.

The online press distribution list thus combines media and target group channels and thus enables more flexible addressing and more extensive publication of relevant content.

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2. Publication via owned media

The advantage of digital media is that you can publish content yourself on many portals and platforms. These so-called owned media include your website and (corporate) blog, press and specialist portals, document and blogging platforms as well as social networks.

“Owned Media” are channels that we can provide with content ourselves and independently, without going through media intermediaries and gatekeepers such as journalists. This also opens up a wide range of options for the content and visual design of the content as well as for the targeted distribution of the content. In addition, direct networking with your website, blog or with special landing pages and campaign pages is possible.

3. Content Syndication via Earned Media

The best way to build a reputation online is to present yourself as an expert on a subject. Guest contributions on specialist portals are ideal for this.

Whether these contributions are accepted and published by specialist portals and whether the setting of links is permitted depends on the guidelines of the respective editorial offices. Links are usually only allowed if they provide the readers or the community with real added value. Hence the term “earned media” (publication channels that I first have to earn).

4. Social Media & Business Networks

Social networks are the ultimate place to exchange information: word of mouth online consists of twittering, liking and pinning. While a customer used to express his assessment of a product, a service or a company in his environment and could only reach a few people with it, his judgment can influence an almost unlimited number of Internet users through social networks.

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Important multipliers and opinion leaders are on the go on social media, which is why you should devote the necessary attention and time to your presence and interaction on the social web. News can be “viewed” through various media formats via social media such as Twitter, Facebook or Pinterest and business networks such as XING, Linked In and Google My Business. Social media are particularly suitable for sharing blog posts, pictures, infographics and videos.

Reach target groups with content seeding

Multiple-use of relevant content via different media formats is essential for an effective content seeding strategy. Because the different media formats (text, image, video, etc.) enable you to “seed” your content on various media, such as press and specialist portals, blogs or social media. With a content seeding strategy, you can place your content where your target groups are – in most cases nowadays this is social media. Therefore, a good social media seeding strategy across many different networks, groups and communities ( social media cross-promotion ) can massively increase the traffic to a blog or website.

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