Research Perspective

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Marketing Effectively with PIM:

Making Product Information a Marketing Priority

Moving beyond Historical Data

Marketing organizations have yet to grasp fully the value of managing product information efficiently across marketing for all business channels. Education on effective product information is critical; organizations must be able to use information to have a full understanding of products in order to maximize their value.

Our research makes clear that planning and discipline in managing product information can improve marketing’s effectiveness and deliver increased value. Nonetheless, we find only two in five organizations indicating that marketing has been given responsibility for managing and leading product-centric operations and processes.

Although it seems obvious that product marketing is the most logical steward of product information, it is not yet a consensus approach that it be responsible for the effective marketing of products. But when it is, organizations can hold the product marketing organization accountable for ensuring the best possible product information and experience, one that widens the path to future customer engagement and purchases.

 
 

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