how product content moves through e-commerce [infographic]
DESCRIPTION
This infographic illustrates how information about products is created, organized, and distributed during new product development and introduction.TRANSCRIPT
HOW PRODUCT CONTENTmovesthrough e-commerceFROM CONCEPT TO MARKETPLACE
Especially as companies grow, organizing detailed product content - including images and marketing copy - becomes increasingly
more difficult. The costs of this problem include inaccuracies in the
market, inconsistent brand image, slower time to market and higher cost of channel distribution. This infographic
illustrates how managing product content and minimizing these costs are inherently difficult given the
decentralized, collaborative nature of new product development and introduction.
CREATIVE MARKETING PRODUCTDEVELOPMENT
CREATIVE MARKETING SALES
It starts with an
idea...
...upon which teamsbegin to build the
footprint...
...which is eventually incorporated into
go-to-market packages...
Photos,packaging
design
Ad copy,descriptions,
features &benefits
Materials,ingredients,product specs
Sell sheets
COPY(for marketingcampaigns, web,Amazon, etc.)
Campaignimages
...and published to various
digital channels.
E-COMMERCE SITE
MICROSITE
DISTRIBUTOR PARTNERS
AMAZON
LAUNCHCAMPAIGN
CORPORATE SITE
Some manufacturers and portfolio companies feature
certain brands and product lines on their own microsites. These
sites provide maximum room to create a mixed media showcase
for these products.
New product introduction generally begins with an idea - one that is backed by market research, consumer insight, and a brand’s signature flavor. As teams turn the idea into a physical product, product content is simultaneously created in various forms.
The product footprint consists of all the content - written material, images, video - about a particular product. As teams begin building both the product and the adjacent marketing copy, all of the generated information is stored in the footprint.
With the advent of e-commerce, a product’s physical packaging and hard copies of sell sheets no longer suffice as the extent of product content. Images, video, and marketing copy tailored for each digital channel must accompany go-to-market packages.
These days, even manufacturers that distribute through a number of external channels boast their own e-commerce site. In addition to providing compelling marketing copy and engaging visuals, these sites must effectively convey all the practical information necessary for making an informed purchase, including ingredients and usage tips.
If a manufacturer operates an Amazon
storefront, the company can directly populate its
Amazon product pages with content. If not,
resellers will take product content directly from the
product packaging or from another distributor’s
website to fill out their Amazon listings.
New product launches differ by company and indvidual product, but generally require engaging copy and high-res photos that are more sales-y than informative in tone. Thus, campaign content is usually slightly different than the content that goes to various distribution partners.
Manufacturers and portfolio companies may have their own
corporate sites that feature limited information about a
handful of products. This content often is heavy on visuals and light
on ingredients or usage tips.
As sites start filling up with content about a new product, Google begins to build up its own awareness of the product. SEO-optimization and originality of content begin to differentiate rankings among the different listings.
Most manufacturers create one-off copies of product content to fulfill the requirements of each of their distributor partners. But distributors must still further manipulate this content to better their search rankings and distinguish their online shopping experience from that of their competitors.
Copy
An INFOGRAPHIC BY SALSIFY
DESIGN OF THE PHYSICAL ATTRIBUTES
A GO-TO-
MARKET PLAN
PRODUCTBRANDING
This process in particular is global; it happens many times in many places.
Managing this content is inherently decentralized, collaborative, and evolving - it is very difficult for traditional systems to manage this chaotic environment effectively. Companies therefore resort to any ad-hoc processes available. This leads to lots of errors in product content, slower time to market for new products, and higher costs of distribution to multiple channels.
As teams do their unique part to bring the product to life...
...early product content is simultaneously created in various forms.
While this infographic tracks product content from the manufacturer’s perspective, it’s important to remember that each distributor performs its ownversion of this process as well to futher customize this content.
Images
Unique content
Sell sheets