Instead of a physical retail shelf full of choices, the digital shelf is made up of every customer experience your buyers have with your product — search results, mobile apps, websites, social media, in-store shopping, etc. If you want to win on the digital shelf in e-commerce you need to stock every location with high-quality product information. 

This change from physical to digital is challenging for some, but it also presents a big opportunity. You now have more control over the appearance of your product and story (e.g. branded videos and 360º photography). To start stocking your digital shelf, identify and prioritize your most important products, clarify price points, invest in search engine optimization (SEO) strategy, and garner as many reviews as possible. 

There’s a key connective web between new products and customers in the market — product marketing. This multifaceted discipline brings together vital components of sales, marketing, and customer success to share a new product with the world. Product marketing requires a unique role to bring products to life and sell them — product marketers.

Product marketers are the ones who research, define, and articulate the position of your product in the market. They create a plan and work across departments and teams to bring products to customers. These unique product experts are responsible for everything from launching new products and building awareness to getting user signups, converting sales, and growing revenue.

In this product marketing guide, we’ll cover what product marketing is, what product marketers actually do, how they measure their success, and the tools they use to bring products to market. Let’s get started by defining product marketing.

A lot of hard work goes into launching profitable products. Many teams and stakeholders are involved — including product marketing and product management. This kind of sounds like different ways of saying the same thing, like Gershwin's tomato and tomahto. But they actually are more like apples and oranges...they are separate disciplines with distinct responsibilities.

If you’re in e-commerce and want to grow a successful digital brand you need to focus on something fundamental — your product information. You need quality product information (product data, marketing content, and digital assets) to build omnichannel customer experiences. When you define a product information management (PIM) workflow you can transform your brand and improve efficiency across your company.

Your product information can either be a messy liability or a strategic asset. To cultivate accurate, robust, up-to-date, and compelling product details you need to create a clearly defined way to work with your product information. The basic components of any PIM workflow can be broken down into four parts — product onboarding, content updates, sales channel syndication, and communication.

Before we dive into the specifics of each component, let’s start with a definition of what a workflow is and then build a picture of what makes an efficient PIM workflow. 

E-commerce wouldn’t exist without product information; plain and simple. The problem is there’s a lot of quality information needed to support a single product. A digital buyer can’t take a product off the shelf, feel its weight, and experience it in the same way they can in person. They rely on the information they read, see, and hear about a product online — the product’s specs, text about its benefits, how-to videos, images, and so much more. 

Organizations need accurate, robust, up-to-date, compelling product information to compete (and ultimately win) in the digital arena. Managing all of this information is challenging without the help of product information management (PIM). Today we’ll discuss what PIM entails and how it’s helping a wide range of organizations and roles harness the true power of their product information to find greater e-commerce success. 

Marketing that moves people often requires a human connection. That connection was lost as the pandemic reduced in-person experiences with some of your most valuable assets – your people and products. This void forced many brands to accelerate their growth in digital spaces.

Brands are adding 360° product imagery to their sites and increasing online conversions by as much as 47%. Are you? Whether you’re in B2B or B2C, we’ve compiled what you need to know about 360° spinsets and how to take them from creation to your downstream channels.

The differences between product information management (PIM) and product lifecycle management (PLM) systems are easily misunderstood — even among business owners in an e-commerce environment. Although both of these tools are designed to streamline how products are brought to market, they have distinct roles and value. Fortunately, they are able to work together to create efficiencies across your business operations. 

Learn more about the unique features of both PIM and PLM systems so you can determine if you need one or both!

In today’s digital landscape, staying ahead of the curve is more important than ever as brands vie for profitability in a crowded, competitive online marketplace. Finding an effective approach to managing product information is critical...it allows you to be confident that your product data is complete, consistent, and up-to-date at every stage of the process.

A product information management (PIM) system can help you manage data associated with your product lines. PIM e-commerce solutions offer significant benefits that can promote higher profitability in today's fiercely cutthroat consumer and B2B markets.

If you think back ten, twenty, or even thirty years ago, it’s hard to fathom how marketers got anything done without the help of the technologies we have today. But it happened. And for some of us, it felt like a simpler time. There were fewer channels to worry about. There wasn’t such an always-on mentality. And, there certainly weren’t a trillion technology acronyms to decipher. I mean, come on. From CMS to CRM, DMP, DAM, MRM, PIM, and…you get the picture — it’s all a bit overwhelming.

But, with technology comes benefits like efficiency, brand safety, and scale. It seems there’s a solution to help you with every marketing challenge out there. Maybe it is worth stomaching a few acronyms if they (or rather what they stand for) make our jobs as marketers easier. So if you can look past the acronym overload for a moment, we’ll peel back the layers of three important, often misunderstood technologies — DAM, PIM and MRM.