E-retailers have a new way to create and publish digital content based on e-commerce data. Interactive marketing agency Rosetta today released a link between IBM Corp.’s WebSphere e-commerce software and Adobe Systems Inc.’s content management tool, Adobe Experience Manager, that enables marketers to use customer profile data to personalize web sites and promotional content. With it, a retailer could, for instance, draw on customer profile data from WebSphere to determine which promotions a shopper responds to best, such as free shipping versus 10% off, and customize its web site so that a banner ad displays the correct offer when that consumer visits its site.

Today’s release stems from marketers’ growing demand for better ways to link their e-commerce platforms to their digital marketing tools, says Peter Sheldon, an e-commerce technology analyst at Forrester Research Inc. “The convergence of web content management and commerce is already well underway,” he says, and Rosetta’s announcement is one example of how vendors are reacting to e-retailers’ needs.

With the Rosetta-built connection, an e-retailer can also create custom landing pages for specific products or categories, and use WebSphere data to fine-tune what prices, promotions or other content appears on those page based on region or customer segment, the agency says. The content automatically adjusts to fit any screen size so that a marketer can create and publish at once to, for instance, both a web site and mobile app. Rosetta, a unit of the Publicis Groupe, has sold IBM software for more than a decade. In December, the agency and IBM announced plans to work together to expand globally, establishing joint e-commerce hubs in the United States, Latin America, Western Europe and China.

IBM WebSphere ranks No. 1 among e-commerce platform providers in the Leading Vendors to the Top 1000 E-Retailers guide. Adobe ranks No. 3 among content management vendors.

36 retailers in the 2013 Top 500 Guide and one in the Second 500 say IBM is their e-commerce platform provider.  Four retailers in the Top 500 and two in the Second 500 say they use Adobe software for content management.