1. Overview of CMS and PIM
Web Content
Web content involves textual, audio, and visual content which is published on web pages to engage readers and prospects. It may also include elements like animations, graphics, GIFs, and more. Web content is now part of the steady state for all types of businesses.
Product Data
Product data, also called product information, is a uniform set of identifiers and attributes that uniquely describes each product. Product data is generally structured and managed in an easy-to-use and easy-to-read format.
2. What is a Content Management System (CMS)?
According to Gartner, content management systems comprise a set of templates, procedures and standard format software that enables marketers and their proxies (e.g., webmasters) to produce and manage text, graphics, pictures, audio and video for use in Web landing pages, blogs, document repositories, campaigns or any marketing activity requiring single or multimedia content.
Today, the CMS scenario has changed significantly. Earlier, it was used for literal content management; it now contributes profoundly to execute digital experience strategies.
3. What is a Product Information Management System (PIM)?
Earlier, product data was used to accurately categorize, govern, track, and display printed product catalogs on physical stores. Now, a PIM system delivers a single, trusted source of product information for the purposes of engaging customers in a multichannel, multitouchpoint, multiexperience buying journey. Both B2C and B2B organizations for different verticals can benefit from the introduction of a PIM.
A PIM helps improve product data quality and for effective execution and engagement across channels. Moreover, it includes workflow management, digital asset management and multichannel publishing for faster time to market, improved data quality, reduced costs, and enhanced product experience.
5. Technical Differences Between CMS and PIM
Content Management System (CMS)
Product Information Management (PIM)
6. The Connection with Digital Commerce
CMS and Digital Commerce Connection
Level of Support: Basic
CMS can be used to execute the very basic level of product data management tasks, such as:
- Present simple product information for a very small product range.
- Inform and engage customers using simple product description and overviews.
- Integrate web content, via APIs, with digital commerce platforms such as blogging.
- Drive marketing campaigns on specific product data and product-related marketing content.
- Use content management as a component to build relationships with customers and prospects.
- Execute headless content-as-a-service capabilities for multiexperience content delivery.
PIM and Digital Commerce Connection
Level of Support: Advanced
PIM provides advanced features and benefits to enable marketers and product experts to streamline product data easily and optimize it for different channels to improve business performance.
- Perfect for managing large or complex product catalogs.
- Facilitate in managing global variations in products, currency, and language.
- Address complex data quality issues/errors to improve operational performance.
- Resolve data governance and stewardship issues impacting supply-chain relationships.
- Provide support for multiple channels and omnichannel (digital, physical, print).
- Optimize product feeds and automate product data syndication process.
- Give the ability to adopt new touchpoints and scale fast.
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