#611: Optimizing e-commerce content with Ashlyn Fulton, D'Addario

The Agile Brand with Greg Kihlstrom

The Agile Brand

Business, Marketing

5 • 2.7K Ratings

🗓️ 6 December 2024

⏱️ 13 minutes

🔗️ Recording | iTunes | RSS

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Summary

Is your e-commerce content working as hard as it should be? In a rapidly evolving digital landscape, strong content creation and management could be the key to unlocking both customer engagement and business growth. I am here at Opticon 2024 in San Antonio Texas and getting the opportunity to see a lot of inspiring ideas from some of the world’s leading brands and hearing all about Optimizely’s platform and how it enables 1:1 personalization, streamlined content operations, and incorporates the latest generative AI features. Today we’re diving into the role of strong content creation and optimization in e-commerce with Ashlyn Fulton, Senior Digital Content Manager at D’Addario & Company, which operates in over 130 countries and has over 5,000 SKUs available online. We’ll discuss the unique challenges of content for both D2C and B2B e-commerce, the impact of generative AI, and how platforms like Optimizely are shaping the future of e-commerce content management. RESOURCES D'Addario & Company website: https://daddario.com Optimizely website: https://www.optimizely.com Wix Studio is the ultimate web platform for creative, fast-paced teams at agencies and enterprises—with smart design tools, flexible dev capabilities, full-stack business solutions, multi-site management, advanced AI and fully managed infrastructure. https://www.wix.com/studio Don't miss Medallia Experience 2025, March 24-26 in Las Vegas: Registration is now available: https://cvent.me/AmO1k0 Use code MEDEXP25 for $200 off registration Register now for HumanX 2025. This AI-focused event which brings some of the most forward-thinking minds in technology together. Register now with the code "HX25p_tab" for $250 off the regular price. Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstrom Don't miss a thing: get the latest episodes, sign up for our newsletter and more: https://www.theagilebrand.show Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://www.teksystems.com/versionnextnow The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company

Transcript

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0:00.0	The Agile brand
0:02.0	Welcome to Season 6 of the Agile brand, where we discuss marketing technology and customer experience trends, insights and ideas with enterprise and technology platform leaders.
0:18.0	We focus on the people, processes, data, and platforms that
0:21.9	make brands successful, scalable, customer focused, and sustainable. This is what makes an
0:26.9	agile brand. I'm your host, Greg Kilstrom, advising Fortune 1000 brands on Martec, marketing
0:32.7	operations, and CX, best-selling author and speaker. The Agile Brand podcast is brought to you by Tech Systems,
0:39.4	an industry leader in full-stack technology services, talent services, and real-world application.
0:45.0	For more information, go to teksystems.com. Now let's get on to the show.
0:52.8	Is your e-commerce content working as hard as it should be?
0:56.0	In a rapidly evolving digital landscape, strong content creation and management could be the key to unlocking both customer engagement and business growth.
1:03.0	I'm here at Opticon, 2024 in San Antonio, Texas, and getting the opportunity to see a lot of inspiring ideas from some of the world's
1:11.2	leading brands and hearing all about Optimizeley's platform and how it enables one-to-one
1:16.2	personalization, streamlined content operations, and incorporates the latest generative AI features.
1:22.4	Today we're diving into the role of strong content creation and optimization in e-commerce with Ashlyn Fulton,
1:29.3	senior digital content manager at Didario & Company, which operates in over 130 countries and has
1:34.8	over 5,000 skews available online. We're going to talk about the unique challenges of content
1:39.3	for both D2C and BW e-commerce, impact of generative AI, and how platforms like Optimizely are shaping the future of e-commerce content management.
1:48.0	Ashlyn, welcome to the show.
1:50.0	Thank you.
1:51.0	Yeah, why don't we start with you telling us a little bit about your background and your current role?
1:55.0	Sure.
1:56.0	So as you said, I'm the senior digital content manager over at Didario.
	...

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