Today’s e-commerce marketers are rockstars. They’re the Swiss Army Knives of sales. The MacGyver’s of marketing. They’re juggling everything – websites, emails, digital catalogs, third-party marketplaces, paid ads, social media, and more, and making it all look effortless.
Under the hood, it’s everything but effortless. Not only are marketers executing campaigns, they’re also working behind the scenes, managing endless data feeds, APIs, automation tools, and CRM systems to power all their digital initiatives.
Clean and reliable data is the foundation of keeping all these balls in the air. Yet, untangling data on a day-to-day basis is one of the trickiest aspects of managing campaigns.
That’s where a Product Information Management (PIM) system helps. Today, we’ll cover PIM system basics and benefits, and four reasons why busy marketers should add a PIM system to their must-have list.
What is a PIM system?
A PIM system is a lifeline to pull you out of spreadsheet hell. You know what I’m talking about – you’ve got all of your product data in an Excel spreadsheet and product images on a USB drive or Dropbox. You’re checking databases for product inventory, hoping your recurring data feeds don’t fail, or importing product data manually.
There are so many moving parts, it’s enough to give the most competent marketer anxiety.
A PIM System replaces all of these moving parts. It places all your product data and assets in one, centralized system. (An example of Whereoware’s PIM system, Product FastLane, is pictured below.) When you’re managing hundreds or thousands of products, the ability to access, search, filter, and update data in one location and then share it across all your digital channels saves time and headaches.
Reduce Data Management Costs
Too often, data is stored in disparate locations and is outdated, or incomplete. When this happens, it takes many man hours to track and check the data – time that is better spent brainstorming or executing the next marketing campaign.
When you have multiple team members handling and relying on the same data, things become hairy fast.
A simple and effective PIM system let’s everyone on your team manage and update standardized data in one place. It streamlines collaboration and reduces organizational costs due to lost productivity.
Improve Data Quality and Reduce Risk Across Marketplaces
Similarly, by maintaining a “master” data standard in your PIM system, you know that everywhere you share your products – whether it’s your website, a digital catalog, or a third-party marketplace – product details are consistent and accurate.
When information changes, you update the system one time, instead of manually updating information on every channel, reducing redundancy and rework.
Many PIM systems, like Whereoware’s PIM system Product FastLane, alert you of incomplete data fields, missing links or images, or other data errors, so you fix them right away. This “second checker” will significantly reduce your anxiety, while ensuring your data is accurate on every channel.
Share Consistent Data Across Marketplaces
A brand’s e-commerce website isn’t the only place retailers or consumers purchase products anymore.
Many brands also sell on third-party marketplaces, like Amazon, Wayfair, Zulily, and more. These marketplaces expose a broader audience to a brand’s products, but each one typically requires a different product dataset, formatted a different way.
These third-party data specs can be built into your PIM system, so all you do is map your data fields to their spec with a few clicks. Since it pulls from one data source, you always have consistent, accurate data across marketplaces.
Increase Traffic and Conversions
Your product descriptions and imagery must grab attention and compel action. A PIM system lays everything out for you, from your product details to important search engine optimization (SEO) fields, like meta descriptions, image titles, and more.
If your SEO data is complete, your site’s placement in SERPs improves, and more searchers find your products.
Free yourself of data headaches: get a PIM system
As more marketers develop data-driven marketing strategies, they need tools and processes to make sure the data they rely on is complete, accurate, and quickly accessible. They can’t spend all day creating, checking, and importing data files.
Clean data is one of the most important weapons in a marketer’s arsenal. Take control of your marketing data with a user-friendly Product Information Management (PIM) system.
Like what you hear? Check out Whereoware’s new PIM system – Product FastLane.