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TIE Magazine #3: CNET
1. CNET
CNET Content Solutions is the world’s leading
independent source of product information. With
detailed content on more than 5 million technology
products in 15 languages, CNET helps thousands
of resellers and retailers convert shoppers into buy-
ers. From standardized content delivery to hosted
services and custom solutions, CNET empowers
businesses to maximize the value of product
information to improve their customer experience
and bottom line. In addition to the cooperation
with TIE Kinetix, CNET works with more than
2,100 e-commerce partners, including CDW, Sean Murphy
Computacenter, Dabs.com, Dell, Hewlett-Packard, Vice President & General
Insight, Microsoft, OfficeMaX and PC World Manager CNET Content Solution
Business.
P4 ~ 2011 ~ TIE
2. Text Jim Larkin ~ Photography CNET/James Martin
CONTENT SYNDICATION
Exploring the Synergy
between Technology
and Experience
CNET Content Solutions, a division of CBS Interactive is the world’s
leading independent source of product information. With detailed
content on more than 5 million technology products in 15 languages,
CNET Content Solutions helps thousands of resellers and retailers
convert shoppers into buyers every day.
F
rom standardized content The market requirements stand the subtle cultural distinctions
delivery to hosted services and for content syndication such as phrasing (e.g. American English
custom solutions, CNET services Content syndication as an vs. British English) that convey more
empowers businesses of all sizes to offering has grown, like many other validity between the brand owner,
maximize the value of product true online breakthroughs, by partners, and consumers. These are the
information to improve their customer responding to the needs of vendors, understated differentiators of the
experience and bottom line. retailers and resellers to determine best CNET/TIE partnership that are the
A growing need within the practices from marketing concepts to true strength of the solution, not seen
consumer electronics and information the point of sale. After 10 years in the in other syndication
technology community is the business of syndicating content, engines.
availability of easily updateable, digital CNET’s in-depth know-how and “Our aim When we sit down to
rich content deployed across the sales experience within the consumer talk with Sean Murphy,
channel. This need to better educate electronics channel has helped provide is to provi- Vice President & General
and drive sales is being met by the them with a clear understanding what Manager of CNET
partnership between TIE Kinetix with
CNET Content Solutions. Branded as
types of solutions are needed to benefit
their customers the most. Vendors and
de analysis Content Solutions, about
the significance of
‘ContentCast’, this CNET Content
Solutions offering has been employed
brand owners need a partner like CNET
with well-established relationships
that enables channel related content
today, he resists
by clients such as Lenovo, Cisco
Systems, Hitachi, and Intel. Each of
within the retailer, distributor and
channel community and a comprehen-
vendors to discussing the technical
minutiae under the hood
these tech heavyweights now benefit
from true dynamic content syndication
sion of how and what will make a
difference with consumers during their understand of the syndicated
solution. For him,
and the increased value realized by
their reseller base and end users. The
overall on-line shopping experience.
As more and more global companies the impact fulfilling the needs of the
customer comes first,
eighteen-month-old CNET/TIE seek to efficiently drive multi-market and the year and a half
Kinetix partnership is now set to fulfill campaigns across diverse digital of their following the partner-
the needs of a much wider customer platforms, they truly require the ship between TIE
base and scope of audience. support of organizations that under- content” Kinetix and CNET
TIE ~ 2011 ~ P5
3. CONTENT SYNDICATION
cess to that content in a multitude are the metrics and returns that are just
of digital locations and the need for now being realized and implemented
vendors and channel partners to un- by forward thinking companies.
derstand the impact the given content These are the qualifiers in mind
is having on their value proposition when driving where and when content
through strong data and analytics. If should appear says Sean Murphy,
we and other vendors can help deliver “We can help get your content on to
against these three core needs, vendors your partner sites; we can help you get
and their respective channel partners content onto kiosks within your part-
should see a much higher level of ner stores and we can get your content
engagement from consumers; engage- onto mobile applications when one
ment around product and brand.” of your customers are in a given store
looking at your product and want to
You mention data and analytics. What access content on it. That to me is the
Content Solutions has successfully kinds of challenges are faced by vendors zenith of vendor content syndication.
filled that need by leveraging the to understand how their content and Not just about helping customers man-
strengths that both companies bring to brands are performing online? age web based content syndication, or
the channel. “As it relates to syndicating and helping content campaigns, but helping them
manage a given vendor’s content, what get their content at all the different
Sean, how do you see the increased we’re hearing in the market place is, distinct points of sale regardless of
availability of CNET’s total solutions ‘I need you to educate where an end customer is physically
“We can
(via syndication) impacting the under- me, I need you to help standing.”
lying value for brand owners me understand how
and retailers alike? people are engaging How does the TIE Kinetix partnership
“For over a decade now CNET Content help with this content.’ It’s play a role in CNET’s overall strategy?
Solutions has been focused on scaling not too dissimilar to the “TIE Kinetix represents a key busi-
our offerings to meet the ever evolving
needs of the direct vendor and channel
get your problem the publish-
ing community faces
ness and technology component that
enables us to have a competitive market
community. This started with facilitat-
ing foundational catalog content and
content when selling advertising
space. ‘I know I need to
presence. TIE’s technology platform
enables highly sophisticated content
has broadened in scope to cover rich
content such as Product Reviews,
on to your do this advertising, but
I need you to help me
ingestion and distribution of all forms
of digital content, and their years of
hosted software solutions such as a
Recommendation Engine, and the nec- partner understand exactly what
I’m getting out of it.’ We
experience in the space make for a very
strong business partner. In addition to
sites”
essary Professional Services to ensure have challenged our- the technology and business alignment,
proper implementation. The evolution selves to help the vendor TIE is the right kind of partner cultur-
of customer needs has shifted yet again community really under- ally, which means our respective em-
where it’s as much about bringing in quality 3rd party stand what the content is ployees can and do work well together.”
content as it is about ensuring that brand and product doing in order for there Murphy speaks directly about the
content effectively moves from the vendor to their key to be a long term play investment in TIE Kinetix and the
channel partners. And by fulfilling that need for both the here.” Whether it be excitement at CNET around partnering
vendor and channel partner we believe their overall value direct click engagement with a technology provider like TIE.
is impacted in a positive manner.” or time spent viewing “It was the right decision. If you are to
This concept of shepherding audiences to assist in the something, our aim speak to anyone in the organization,
sales process is gaining awareness, and has been constantly is to provide analysis C-Team on down, you will quickly see
re-shaping itself in the last decade. CNET Content Solu- that enables vendors to that the growing interactive space is
tions bundles the syndication of brand owner content understand the impact focused around getting vendor content
with CNET product information, collateral, correspond- of their content (in the out to where people care about it. It is
ing products, video and editorial review information channel) on a micro and absolutely one of the top three things
to provide consumers with the most comprehensive macro level.” we have to get right as an organization.
accurate product content on participating retail sites Addressing the wants TIE Kinetix has helped us to deliver on
dynamically at the time of purchase. and needs for CNET that strategy and we need to continue
customers can be a mov- to be focused on driving the best results
What do you see as the primary ing target especially for for our customers. As we continue to
need in the channel today? an industry that’s only a execute, I am confident in our ability to
“It’s hard to define one prevailing need. It feels like there decade or so old. The real build a leadership position and provide
are three basic needs related to content. The need to have barometers of successful the right mix of products and services
high quality content, the need for consumers to have ac- interactive campaigns to the market.”
P6 ~ 2011 ~ TIE