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DAM PIM Product Data

Why e-commerce success starts with product information

Acquia DAM (Widen)

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July 5, 2021 | 4 min read

Despite the convenience and ease that online shopping brings consumers, it’s one heck of a tough space for brands

There’s a ton of competition. Customer expectations are high. And brands are faced with the monumental challenge of bringing their products and customer experiences to life in a space that’s increasingly difficult to connect and communicate with audiences.

In digital environments, shoppers can’t take a product off the shelf, feel its weight, and experience it in the same way they can in a store. They rely on the product information a brand shares to help them understand what they’re buying and to feel more confident in a purchase — and the brand itself.

In our 2021 Widen Connectivity Report, we explore the role of product information in helping brands overcome e-commerce challenges to better communicate their offering, connect with customers in meaningful ways, and ultimately drive success on the digital shelf. Today we’ll dive into the first of our five report findings, and discuss exactly what we mean by the term “product information.”

What is product information?

Product information is an overarching category that includes three types of information: product data, product marketing content, and product digital assets. While all three of these product information types help brands describe and market their products, they are unique in their own right. The following graphic illustrates their relationship and provides examples of what differentiates one type of product information from another.

According to our connectivity research, 81% of brands “always” or “usually” use product information in their e-commerce marketing efforts. The first of our five connectivity findings shed light on a few reasons behind its popularity. Download our full report now for the whole storey, or keep reading for a closer look at finding number one.

Finding #1: Product data is critical in building customer trust, but it cannot act alone

Trust is a necessary element in a brand’s ability to connect with its customers and drive e-commerce sales. According to a recent Edelman report, 70% of consumers even go as far as to say that trust is more important today than it has ever been in the past. And it shows. Our research reveals that over 87% of marketers believe it is important to know that customers trust their marketing efforts.

So how do brands earn this trust? According to our research, product information plays a critical role. More specifically, nearly 50% of the marketers we surveyed say that product data (more than any other information type) has the greatest impact on building customer trust. Product data —whether it’s information about a product’s dimensions, colours, or materials — help align customer expectations with what they’re getting. Supply inaccurate product data and a brand could lose a customer’s trust forever.

With that said, we also learnt that marketers can’t only rely on product data. All three product information types play an important role in building customer trust. And when it comes to actually turning trust into sales, 72% of research participants say that product digital assets and product marketing content are the most influential information types.

Brands can certainly leverage one product information type without another; it happens all the time. But, where the real power lies is in brands that leverage all three product information types together. After all, what’s more impactful? An Amazon listing with a single product image and a few bits of product data? Or, one that includes comprehensive product details, videos and images highlighting how a product works, and product descriptions that move and motivate the buyer? E-commerce shoppers have no shortage of options. Often, it’s the most engaging, informative, trustworthy experience that wins.

Get the 2021 Widen Connectivity Report

When used to its full potential, product information can help brands foster deeper audience connections and find success on the digital shelf.

Interested in learning more? Get the latest insights from leading brands, hear their stories, and discover more great research findings and inspiration to move your customers further and further down the trust-building path to conversion. Download our 2021 Widen Connectivity Report to get started today.

By Nate Holmes, product marketing manager at Widen

DAM PIM Product Data

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