13.08.2024 | BJÖRN BAYARD
If you want to make your voice heard in today's digital commerce, you not only need a well-thought-out communication strategy, but also convincing content.
Quality, topicality and cross-channel consistency are becoming increasingly important. At the same time, the number of relevant channels is growing for manufacturers and retailers, making this task increasingly complex. This makes it even more important to create the right foundation.
What exactly does product content management mean?
Product content management refers to the procurement, maintenance, administration and provision of granular components for product communication. This includes product data and information as well as digital assets and media such as product images, videos and documents such as certificates or labels.
In addition to managing this content, the task of product content management is to link the relevant components in a meaningful way so that targeted and effective product messages can be created and distributed. To achieve this as efficiently as possible, suitable data models and metadata structures are required for the two content element types of product information and digital assets, as well as cross-system data processes that enable the relevant information to be linked.
Product data: structured content for all channels
Product data are structured content elements that are stored in product information management systems (PIM systems).
This means that values are entered in a predefined data model with specific attributes that describe the products as precisely and correctly as possible and sufficiently for all information recipients.
As the output channels are now very dynamic and the requirements for product communication can change flexibly, the data model must also be expandable as required without affecting existing structures.
The data model therefore plays an important role when choosing the right PIM system. Related to this, the industry suitability of the PIM system is also an important decision criterion. Many industries, such as medical technology or food retail, have very specific requirements for product data, which must be stored accordingly in the data model of the PIM system.
This includes classification structures and basic attributes that play an important role in data exchange between the players along the supply chain. Industry-proven PIM systems have already integrated these requirement catalogues from the outset, meaning that the system can now be set up and commissioned very quickly and effectively.
Product data: structured content for all channels
Product data are structured content elements that are stored in product information management systems (PIM systems).
This means that values are entered in a predefined data model with specific attributes that describe the products as precisely and correctly as possible and sufficiently for all information recipients.
As the output channels are now very dynamic and the requirements for product communication can change flexibly, the data model must also be expandable as required without affecting existing structures.
The data model therefore plays an important role when choosing the right PIM system. Related to this, the industry suitability of the PIM system is also an important decision criterion. Many industries, such as medical technology or food retail, have very specific requirements for product data, which must be stored accordingly in the data model of the PIM system. This includes classification structures and basic attributes that play an important role in data exchange between the players along the supply chain. Industry-proven PIM systems have already integrated these requirement catalogues from the outset, meaning that the system can now be set up and commissioned very quickly and effectively.
Media content: unstructured component of product communication
Digital content such as images, videos, documents or graphics are so-called unstructured data. They cannot be stored in a tabular structure but must be described using suitable keywords which are providing the structure needed to organise the data. Just as PIM systems define permissible values for some attributes, digital asset management systems (or DAM systems) also define taxonomies that organise the keywords into a meaningful metadata structure. This not only makes it easier to find the digital content, but also ensures a clean link to the relevant product information.
But DAM systems are much more than just a filing structure for media content. For example, they also support communication managers in the provision of image derivatives for the various output channels. Different image formats are needed for the online shop than for the Instagram channel. The online marketplace, in turn, requires a different resolution than the print catalogue. With modern DAM systems, these derivatives can be created automatically and prepared for playout.
Media content: unstructured component of product communication
Digital content such as images, videos, documents or graphics are so-called unstructured data. They cannot be stored in a tabular structure but must be described using suitable keywords which are providing the structure needed to organise the data. Just as PIM systems define permissible values for some attributes, digital asset management systems (or DAM systems) also define taxonomies that organise the keywords into a meaningful metadata structure. This not only makes it easier to find the digital content, but also ensures a clean link to the relevant product information.
But DAM systems are much more than just a filing structure for media content. For example, they also support communication managers in the provision of image derivatives for the various output channels. Different image formats are needed for the online shop than for the Instagram channel. The online marketplace, in turn, requires a different resolution than the print catalogue. With modern DAM systems, these derivatives can be created automatically and prepared for playout.
Which communication channels are supplied with product content?
The answer to this question is simple and straightforward: all of them. All current channels and all those that will be relevant in the future. Product content management systems such as PIM and DAM store the content elements in a media-neutral and centralised manner so that every possible channel can be supplied accordingly. The most important communication channels include ‘owned channels’ such as the company's own website, online shop or social media, as well as third-party channels such as online marketplaces or the retail partner's shop.
While manufacturers have full control over their brand and product communication on their own channels, they can only control the content on third-party platforms to a certain extent. However, with the increasing relevance of digital sales channels, retailers have now responded to this gap and offer valuable levers for their suppliers' product messages in the form of retail media and enhanced content.
The role of product content management for industry and retail
Competition in digital retail is increasing. Global competitors are forcing their way into the market and digital sales channels are offering ever more convenient shopping options that further optimise the customer journey and at the same time greatly diversify it.
As a result, retailers and manufacturers themselves must constantly review their channel landscape, develop, test and continuously optimise new potential sales channels.
This in turn means that manufacturers must provide appropriately optimised product content for every possible touchpoint – regardless of whether it is their own channel or that of their retail partner.
Particularly in the consumer goods sector, where high-quality and targeted communication as well as attractive product messages are important, this means a high level of complexity for the procurement, maintenance and provision of product content.
To achieve this, the right technological foundation is paramount. With PIM and DAM, product content can not only be mapped in its most granular form, but it can also be meaningfully connected thanks to intelligent structures and business rules.
The role of product content management for industry and retail
Competition in digital retail is increasing. Global competitors are forcing their way into the market and digital sales channels are offering ever more convenient shopping options that further optimise the customer journey and at the same time greatly diversify it.
As a result, retailers and manufacturers themselves must constantly review their channel landscape, develop, test and continuously optimise new potential sales channels.
This in turn means that manufacturers must provide appropriately optimised product content for every possible touchpoint – regardless of whether it is their own channel or that of their retail partner. Particularly in the consumer goods sector, where high-quality and targeted communication as well as attractive product messages are important, this means a high level of complexity for the procurement, maintenance and provision of product content.
To achieve this, the right technological foundation is paramount. With PIM and DAM, product content can not only be mapped in its most granular form, but it can also be meaningfully connected thanks to intelligent structures and business rules.
This means that each communication channel can be provided with optimised product messages according to its requirements and manufacturers as well as retailers benefit from higher conversion rates, more satisfied customers, more sales and, thanks to comprehensive textual and visual product descriptions, fewer returns.
Would you like to find out more about product content management?
Best regards – Björn Bayard