Product Content Management Market Realities: Yesterday & Today

October 17, 2019

Product Content Management Market Realities: Yesterday & Today

In 2009, Forrester wrote “Product data is the lifeblood of many large enterprises. For manufacturers and CPG companies, the efficiency of the product supply and distribution chain may be their one and only true differentiator.”

Ten years later, this statement still rings true. In today’s digital age, product content is the true lifeblood of a brand driving discovery & conversion.

Yet, brands continue to struggle with costly, labor-intensive, sub-optimal methods of creating, managing and delivering their product content to retailers’ digital and in-store shelves. 

Why is it that brands continue to struggle to find a solution for creating, organizing, syndicating and analyzing product content?

  1. Difficult to Provide Optimized Product Content Required to Drive Conversion on Digital Channels: It’s challenging to ensure product content is complete, accurate and answers consumers questions on their path to purchase. Today’s digital channels require images and videos and other optimized product content to drive conversion and many brands don’t have this content. Further, it’s resource intensive to stay up-to-date with rapidly changing content requirements of the many digital sales channels.
  2. Product Content Silos in the Organization: Product content across the organization is fragmented. You will often find IT owning in-store product content and marketing and product management managing the eCommerce product content. Bottom line, this fragmentation creates confusion, misunderstanding, ignorance, inefficiencies, double work and high costs.
  3. Product Content Gaps Are Not Visible: It’s challenging to know which products have content that is incomplete, inconsistent, or inaccurate. Incomplete and inconsistent product information damages the integrity of the brand and decreases conversion rates. 
  4. No Feedback Loop from Retailers: Even when product content is complete, syndicating it to retailers is challenging and many solutions out there don’t have built in validations that ensure the data is accurate and complete before publishing. Built in validations and feedback from retailers is critical.

Bottom line, the market fragmentation and retailers mandating different providers and point solutions, who do the same thing, results in the difficulty to streamline product content. There are a growing number of vendors offering various fragmented solutions.

As product content management is not a core competence of suppliers and retailers, seeking out the best solution for their specific situation is a challenge.

As the industry continues to change with a flurry of mergers and acquisitions, 1WorldSync remains committed to providing one solution for product content management. Since its inception, 1WorldSync has been a pioneer in the competitive product content marketplace by providing customers with solutions that grow cross-channel sales, drive efficient content syndication and enable compliance and product transparency.

Further, 1WorldSync’s global capabilities make it easy for trading partners around the world to easily share trusted product content. 1WorldSync is one of the only truly global solutions enabling more than 13,000 companies in 60 countries to share authentic, trusted product content.  

Are you struggling to create, manage, enrich and share all your product content globally from a single platform to all digital and in-store channels?

1WorldSync is more than just the #1 Data Pool!  Let us help you create, enrich, manage and share A+ product content from a single platform.

From Content Capture & Enrichment to Product Discovery, we guide companies on their product content journey. Ready to get started? Learn more!