As consumers increasingly rely on digital commerce, marketers are under growing pressure to deliver accurate, compelling, and relevant product information. And in the struggle to keep pace with digital business, many fall short in creating high-quality and engaging product content that consumers need.
To better understand the current process and technology challenges that prevent marketers from achieving their product content goals, we commissioned this study from Forrester Consulting. Their survey of 259 digital marketing and e-commerce decision makers — as well as 360 consumers — revealed insights across these areas:
Current product content strategies lack the foundation for success. While organizations are prioritizing key consumer marketing and content initiatives, their strategies and tools do not position them to support these initiatives effectively. Consequently, both the quality and impact of their product content fall short.
Process and integration challenges are to blame for lackluster strategies. Unclear strategies, team silos, and poor integration adoption make delivering better product content difficult. Further, nearly 50% of organizations say the two phases that have the greatest content delivery challenges are discover and explore – which are also the phases during which consumers rely on product content the most.