The Dangers of Siloed Product Content
From web sites and mobile apps, to in-store signage and weekly circulars, consumer packaged goods (CPG) brands today have unprecedented opportunity to reach consumers across the path to purchase. But doing so is no easy task.
The CPG industry faces a growing challenge of creating and distributing the right product content, to the right audiences, via the right channels to satisfy the needs of the always-on, omnichannel consumer. And the consumer isn’t the only one requesting this information.
Brand owners are being forced to spend increasing amounts of time to satisfy the diverse product content requirements of their retailer customers and internal departments. Their challenge is made more difficult by the internal silos of information in most companies: to create a complete set of images and information for a single product requires coordinating across these silos.
The end result is a costly, inconsistent and fragmented approach to product content that can undermine customer relationships, brand integrity, internal efficiency, and ultimately, omnichannel effectiveness.
On September 12, 2013, during a CGT web seminar, Don Scheibenreif, research vice president from Gartner, and Steve Cole, chief marketing officer from Gladson, talked about trends in the CPG industry fueling product content demand, obstacles in meeting product content requirements quickly and cost-effectively, and much more. The following are some highlights from the web event:
--Scheibenreif kicked off the event by sharing the three key marketing technology trends impacting content needs for the CPG industry, including CPG e-commerce, real-time context aware offers and virtual store research. “Technology is re-wiring pathways between brands and consumers at an astonishing rate — driven by consumers themselves,” he explained. Scheibenreif discussed how personalization has affected CPG with a shift to direct relationships. For example, traditional grocery shopping can now be done through technology in crowdsourcing, club/warehouse goods deliveries, etc. “There are lots of exciting things happening in a very old, and very stayed industry,” he continued, also reinforcing the fact that technology, personalization and content will continue to be the drivers behind this shift and it will only accelerate.
--Cole rounded out the web event by offering best practices for product content distribution success. “Today’s shopper is in control,” reinforced Cole, further explaining that 70 percent of shoppers research their everyday grocery products online while 73 percent of shoppers prefer to reference their smartphones while in store rather than ask a sales associate for help. Cole continued the conversation by offering the following advice: 1. Consolidate your source of accurate product content, 2. Commit to constant updates, and 3. Have flexible and scalable content distribution. “The need for product content is certainly not going to go away, and it will only intensify. We are getting there and have had a lot of progress,” closed Cole.
To listen to this web event in its entirety, click here.
The CPG industry faces a growing challenge of creating and distributing the right product content, to the right audiences, via the right channels to satisfy the needs of the always-on, omnichannel consumer. And the consumer isn’t the only one requesting this information.
Brand owners are being forced to spend increasing amounts of time to satisfy the diverse product content requirements of their retailer customers and internal departments. Their challenge is made more difficult by the internal silos of information in most companies: to create a complete set of images and information for a single product requires coordinating across these silos.
The end result is a costly, inconsistent and fragmented approach to product content that can undermine customer relationships, brand integrity, internal efficiency, and ultimately, omnichannel effectiveness.
On September 12, 2013, during a CGT web seminar, Don Scheibenreif, research vice president from Gartner, and Steve Cole, chief marketing officer from Gladson, talked about trends in the CPG industry fueling product content demand, obstacles in meeting product content requirements quickly and cost-effectively, and much more. The following are some highlights from the web event:
--Scheibenreif kicked off the event by sharing the three key marketing technology trends impacting content needs for the CPG industry, including CPG e-commerce, real-time context aware offers and virtual store research. “Technology is re-wiring pathways between brands and consumers at an astonishing rate — driven by consumers themselves,” he explained. Scheibenreif discussed how personalization has affected CPG with a shift to direct relationships. For example, traditional grocery shopping can now be done through technology in crowdsourcing, club/warehouse goods deliveries, etc. “There are lots of exciting things happening in a very old, and very stayed industry,” he continued, also reinforcing the fact that technology, personalization and content will continue to be the drivers behind this shift and it will only accelerate.
--Cole rounded out the web event by offering best practices for product content distribution success. “Today’s shopper is in control,” reinforced Cole, further explaining that 70 percent of shoppers research their everyday grocery products online while 73 percent of shoppers prefer to reference their smartphones while in store rather than ask a sales associate for help. Cole continued the conversation by offering the following advice: 1. Consolidate your source of accurate product content, 2. Commit to constant updates, and 3. Have flexible and scalable content distribution. “The need for product content is certainly not going to go away, and it will only intensify. We are getting there and have had a lot of progress,” closed Cole.
To listen to this web event in its entirety, click here.