Why is PIM a Viable Multichannel Marketing Software for eCommerce?

As online buying turns into a phenomenon overarching customer convenience, choice, and customization, not just multi-channel selling, but marketing on multiple channels has become a significant future focus for commerce enterprises.

The massive surge in eCommerce sales in the USWestern Europe, and the UK in the last year has set new benchmarks, making businesses sit up and notice how multi-channel selling and marketing are two sides of the same coin. With forever evolving sales targets, enterprises are making a beeline for a variety of software and systems to realize their multi-channel marketing plans. That’s where Product Information Management (PIM) appears to be a tailormade option for eCommerce enterprises. It cuts through the clutter of software products by pushing product content to any number of global venues in no time, making itself an excellent choice for multi-channel marketing. Here’s a detailed look at how PIM does it: 

Product Experiences: High-End, Integrated, 

Personalized 

Today’s pervasive, nonlinear shopping journeys fueled by a constellation of customer touchpoints has transformed eCommerce marketing forever. Since marketers distribute-redistribute, slice and dice information to suit specific customer segments—information accuracy and consistency have become lifelines for eCommerce businesses. PIM facilitates personalized, enticing, and integrated digital experiences to influence customer buying journey from top to the bottom of the funnel. By managing all product information in a single place, a PIM system ensures continuous flow of content, providing ample opportunity to repurpose product data to suit a variety of platforms. The tailored product layouts and collections synchronized seamlessly across channels give customers the choice they deserve. 

Marketing Campaigns: Targeted, Customized, Instant 

As new products get added to the mix every day, catalogs grow exponentially, making access to updated information for product promotions absolutely critical. High-quality product information allows marketing teams to carry out extremely targeted and customized campaigns on multitudes of channels instantaneously, giving enterprises an array of customized options. For instance, the automated enterprise print publishing with PIM can churn out fit-to-print personalized sales and marketing material from brochures to price lists, technical documentation, fact sheets, and presentations. Besides, with PIM’s ambit containing various data suppliers, translation agencies, and external product content sources—procurement of updated data needed for running localized or globalized marketing campaigns smooths out significantly. 

Chief Marketing Officer’s Delight 

With marketing budgets perpetually on a leash and CMOs juggling between optimizing sales performance, improving productivity, and guiding investments towards strategic initiatives—they’re on a constant lookout for efficient, all-purpose software for multi-channel publishing. A PIM integration can therefore be a suitable fit in their marketing technology stack. It can help them analyze data and bridge the gaps between marketing priorities and expenditure. In fact, PIM can be a single technology that can standardize, optimize, customize, tailor, and take care of product data syndication on numerous sales and marketing platforms. Enterprise CMOs striving to stay ahead in the marketing technology ecosystem can rely on PIM-led automation to boost efficacy and growth while negating any risks.  

Marketing Fluidity: Through Data Integrity and Integration  

With sales conversions as the ultimate test for product marketing performance, making the most of omnichannel customer engagement hinges on data integrity. By undertaking extensive integrations that connect various organizational structures, siloed business units, systems, and 3rd party applications—PIM expedites product data control and enrichment—upholding data integrity. It adapts effortlessly to newer-age technologies bolstering engagement, decreasing product returns, improving customer satisfaction, and allowing swift entry into newer markets. Besides, simultaneous, multi-channel marketing on every available channel from mobile to social, smart devices to conversational apps, marketplaces to augmented reality—results in frictionless, fluid product encounters, right from the first interaction through the checkout.  

Advanced Collaboration: Allies, Partners, Internal teams  

Marketing execution cannot take place without the help of information and insights obtained from product teams, product suppliers, data partners, ERP, Warehouse Management Systems (WMS), Point-of-Sale (POS), external agencies, etc. A PIM brings all these systems to the same page, making them interact and engage. Multi-channel marketing is a product of the collaborative effort that marketing and sales execute, where decision-making and aligning strategies with business objectives depend heavily on a unified picture of data across the enterprise. Moreover, extensive and concerted efforts can be exerted by various peer alliances and partnerships within the enterprise ecosystem to contribute towards focused multi-channel marketing endeavors—and PIM can be a perfect vehicle for that.  

Customer-Focused Multichannel Marketing with Pimcore PIM 

In a classic sense, multi-channel marketing is all understanding customers buying choices. Where they explore a product on channel ‘a’, examine it closely on channel ‘b,’ and buy it on channel ‘c.’ Along with digital channels, multi-channel also encompasses traditional commerce, which is why the terms such as ‘click and mortar’ and ‘bricks and clicks’ are often used to describe their essence. And the latest additions to this mix are direct-to-consumer, curbside pick-ups, and buy online pick-up in-store. Pimcore PIM consolidates all product information in one repository, creating a single source of information pool for marketing purposes. This power of unified data enables PIM to provide a 360-degree marketing impact that is relayed through every channel, improving customer experience in real-time and building a positive brand image.   

Enterprises are learning to leverage multi-channel marketing and learning it fast by carrying out laser-focused, highly targeted marketing promotions.  

If you’re still struggling to get there, Pimcore PIM can help! 

Rakesh Kumar
  • Chief Solutions Officer
6 articles by this author

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