Unburden your marketing team with smart use of PIM
Every organisation looking to grow recognises it. The further the product range expands, the more important the marketing department becomes. This leads to an increased workload, which in turn leads to the hiring of new marketing staff. This solution is not ideal; each additional employee comes at a cost. Also, you don't want all your marketing staff to have to be busy with this new range.
The importance of product marketing
Before a consumer decides to buy a product from you, they go through a complete customer journey. If something is not right at any of these steps, a purchase intention can be called off just like that. Think of:
- Difficulty finding the right products in the webshop
- Poor product information
- Poor photos or lack of images
- Too many similar products, causing selection stress
So marketing cannot be underestimated, especially for when your organisation wants to grow. You can see marketing in many aspects; it is not just advertising. For instance, marketing affects the look of the website, the texts and the product information.
Marketing of product information
Product information does not only include the features of a product such as dimensions or material. It also consists of things like images and manuals. All these aspects contribute to the marketing of a product.
Maintaining all this is fine when you don't have a huge number of products. But when your organisation grows, and you start entering multiple markets, using multiple channels, action is needed.
Editing and publishing product information
If you maintain products in Excel or an ERP system, you cannot put all your product information in there. This is because these systems are not suitable for commercial data. Working around this with different systems and storage locations quickly leads to versioning problems, and makes making adjustments almost impossible. If this is the case for your company, then it's time to get a PIM.
After all, a PIM system serves as the central repository for your product information. No more versioning problems and less manual work. Everyone can easily access the necessary product information and oversee everything precisely. In addition, you can make bulk adjustments, automate parts and it is possible to distribute your product data to multiple channels.
So with a PIM, you need to hire fewer marketing/content employees. It also saves a lot of time and provides an ideal overview of all your product information.