Indirect sales: DAM, a key ally of retailers and brands to help them meet their Marketplace needs
On the planet e-commerce, marketplaces now represent a continent in their own right. Marketplaces, plural? That’s right. According to the Mirakl index, in 2020, online marketplaces grew by 81% in terms of their volume of business. Mirakl also points out that networks of sellers increased by an average of 46%, showing the powerful appeal of this marketplace approach. Another indication is that of the Top 15 e-commerce sites referenced by Fevad at the end of 2020, 53% are marketplaces. It’s worth noting that the typology of these marketplaces has grown, from general or non-specialist retailers (Rakuten, RueduCommerce, Cdiscount, etc.), to fashion and beauty specialists (Vinted, Zalando, etc.), home and decoration (Nature et Découverte, Camif, etc.), electronics (LDLC, etc.), and more. The list is growing month by month. So, here at Wedia, it got us thinking: what are the benefits of interactions between DAM and marketplaces?
For manufacturers and brands, these marketplaces now represent a fundamental indirect channel; yet another that needs to be managed alongside other channels, whether they be digital (social media naturally comes to mind, where e-commerce functions are constantly developing) or physical (franchisees, spaces hosted in third-party brands, etc.). The result is a brand new challenge: how can we participate in all these spaces to ensure the omnipresence of the product?
Better than omnichannel… is omnipresence
In other words, managing omnichannel business is good, but guaranteeing product omnipresence is even better. And, for retailers, this omnipresence inevitably requires complete control of visual content. The success of dropshippers is evidence of this. These intermediaries, sometimes mere individuals, act as intermediaries between a supplier and an audience, to resell a product and gain commission on the sale. Dropshippers have become masters in the art of product promotion, using masses of images and videos tailored to each customer contact point (Facebook, YouTube, Twitch, etc.).
For brands, therefore, the challenge is twofold: making their products stand out in this competitive environment, and industrializing the process at an operational level. Accomplishing this is no mean feat since each contact point tends to come with its own set of rules. When it comes to marketplaces, each one has its own specific rules for managing product attributes, as well as the associated images.
DAM and marketplaces: where DAM is a valuable catalog of media services
While one platform may be satisfied with a single key visual, others will request a full album or require specific resolutions so that users can zoom in. And perhaps most importantly, the technical specifications (ratios, dimensions) differ from one site to another. This applies to images as well as videos.
Guaranteeing the omnipresence and, better still, the quality of the product experience through all of these indirect channels requires use of an effective catalog of media services. Services that only an enterprise DAM (Digital Asset Management) can actually provide. Among them, in particular, are the following:
- Automated media indexing to associate visual content with the right products and to manage the hierarchy of content over time (master video, short videos), whether produced by the brand or by consumers (UGC: User Generated Content).
- Automatic adaptation of image or video formats to the technical specifications of the publication point as well as to the terminals used by consumers.
- The possibility of specifying a focal point in an image to ensure that any cropping is to the benefit of the product being sold.
- Content scoring, a method of analyzing the consumption and performance of media assets for each contact point, to identify the combinations of content types and platforms that generate the most opportunities and leads.
These are just a few examples of the many functions that a DAM tool can offer, to deliver an optimal product experience anywhere the product is displayed for sale.
It should also be noted that an enterprise DAM is designed to interact with the other bricks of the information system. By dialoguing for example with the PIM (Product Information Management), which hosts the product information, the DAM can integrate an updated product tree to provide a view of available or missing content. Using this information, marketing teams are able to better manage the production of content, whether to prioritize packshots or contextual lifestyle images – for example to showcase products in the context of the festive period.
Here again, DAM serves a vital purpose: taking care of the product experience throughout its life cycle.