Future proof your product information with holistic marketing and integrated PIM software
Digital technology has changed the face of marketing. As a result, your customers and prospects have come to expect a higher level of product information, targeted communications, and customer experience. As a result, product data is no longer a static piece of information. It’s a rich and constantly changing resource that responds to localized and personalized customer needs. For futureproof marketing, any holistic marketing approach must utilize all of the benefits of Product Information Management (PIM) solutions.
Technology can provide numerous tools to assist the modern marketer in meeting the expectations of customers. However, working with so many distinct and separate tools has many limitations and inefficiencies, from duplicate data to inconsistencies between departments.
Detailed, fixed-term planning has frequently been touted as a solution to orchestrating these different tools and tactics, but demands are constantly shifting, and so you need to be flexible in your approach. That means being able to respond quickly to change, on all fronts.
Advantages of using PIM marketing integration
Over 72% of respondents to Deloitte’s most recent CMO Survey: The transformation of marketing said that the importance of marketing within their organizations has increased over the past year, with increased demand from customers for strong digital experiences positioning marketing as a key player in delivering direction and growth for the business. The pandemic has pushed companies to reassess where they place internal investments, with between 60 and 70%of respondents saying that this investment has been channeled into areas such as online presence optimization (such as website, search, and digital media) in recent times.
Given that this renewed focus on a company’s marketers will have a significant impact on other departments, notably sales and customer service, it’s imperative that these organizations also embrace the true potential of a fully integrated content management tool. By doing so, you do not only maximize the efficiency and value of your growing pool of data and product information, but can also foster more productive interdepartmental cooperation which further bolsters internal efficiencies and more holistic results.
This in turn puts marketing at the centre of business strategy, and opens up huge potential for driving growth across the company.
The advantages of holistic marketing
Holistic marketing can directly benefit business growth. When product information is intelligently and flexibly integrated with marketing workflows, content creation, and customer experience assets, all housed and managed within one holistic system, it is possible to push the envelope of marketing.
By adopting an integrated management approach to digital assets, content, and product data, innovation and agility is easier to achieve. Individuals and teams are able to access the information they need in a single space, and see how it connects with related data, campaigns and teams across the business.
And how does this play out in real life? Well, take these short examples – the branding team can see the latest feedback from customers on new campaigns, sales can see where responses are coming from on social media, and content creators can see questions coming in from your audience – and everyone can quickly refine their output as a result.
Futureproof marketing, connect teams, and strengthen your culture
While this gives us an idea as to how your individual teams might benefit from such an integrated approach towards their content and digital assets, what about when it comes to working together? Well, here it is all about giving context to each other’s efforts and assets. Teams and departments can also respond to and feed into the work of their colleagues. They can provide useful input and generate dialogues that foster stronger bonds across the company, creating a unified sense of purpose – a clear culture that develops with each new development thanks to this evolving network of data and assets.
Using a single platform and therefore, a single information source, team work together and not at cross purposes, which can boost accuracy, efficiency, and of course the quality of the output. Assets and product data are contextualized by their placement, connections to, and use by various teams and their output channels, which produces a far stronger, contextualized digital asset, which is constantly developing but always up to date.
It’s a solid claim to state that putting content and data at the centre of your marketing strategy can rally improve output, unify teams, and drive growth across departments. But it is worth a lot more screen time.
You can read more here on how PIM can (and should) play a pivotal role in your marketing tech stack here, or take it back to basics with this information webpage What Is PIM, to get a solid overview of basic PIM features, functions, who should use it and why, as well as how it can integrate to become a technology mainstay for your organization.