Shopper Marketing - July 2016 - 82


REPORT: DIGITAL ASSET MANAGEMENT

" Merchandising is focused on the retailer. And marketing is
looking at global messaging. You need someone to focus on
data and content for the omnichannel shopper."
Eric Howerton, CEO, WhyteSpyder

managing editor of Consumer Goods Technology, a Stagnito + Edgell publication. "IT probably knows where it's all hidden."
2. Additional basic information. The rest of
the product information that resides "above
the fold" on a typical product detail page. It
includes more descriptive information such as
benefits and claims, additional graphics (maybe even a 360-degree package view) and perhaps some "marketing color" like "Why Buy"
bullet points.
"You want to get these first two elements
disseminated as broadly as possible," Kinsey
explains. "The first is to help retailers categorize and index the item, the second is to give
consumers the information they need to research or buy the item."
3. Enhanced content. The more extensive information and elements that, for instance, would
make up an A+ page on Amazon.com: product
usage info, how-to videos and other consumer
information that can help influence purchase.
Here's where data analytics and digital shopper marketing come into play. But some of the
largest and more advanced product marketers
admit to having done little in this area thus
far - because they're still getting their arms
around the basic data.
82

y SHOPPER MARKETING JULY 2016

4. Search-driving content. The visible and
invisible content that your search-engine optimization agency is already providing (hopefully). The other relevant words, related needstate phrases and common misspellings that
get your products onto the crucial first page
of results.
Here's where the e-commerce "flywheel
effect" comes into play, because the quality
and quantity of content from the first three
buckets improves the product's standing in
search results, which leads to more page views
and sales - which then improves search results
even more.

Steps to Success
After you throw in the crucial need for retailerspecific data, the roadmap for digital asset glory consists of four steps that likely will require
more internal resources than you're currently
devoting, as well as assistance from at least a
couple of outside vendors.
1. Collect and/or produce all the necessary
content assets. For manufacturers, building
the initial database hasn't been as easy as it
might seem. "The content was everywhere -
some of it was on manager desktops," remembers Michael Callahan, director of e-commerce


http://www.Amazon.com

Table of Contents for the Digital Edition of Shopper Marketing - July 2016

Contents
Shopper Marketing - July 2016 - Intro
Shopper Marketing - July 2016 - 1
Shopper Marketing - July 2016 - 2
Shopper Marketing - July 2016 - 3
Shopper Marketing - July 2016 - Contents
Shopper Marketing - July 2016 - 5
Shopper Marketing - July 2016 - 6
Shopper Marketing - July 2016 - 7
Shopper Marketing - July 2016 - 8
Shopper Marketing - July 2016 - 9
Shopper Marketing - July 2016 - 10
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