Martech stack and product marketing teams

Martech stack and product marketing teams: DAM and PIM at the heart of the organization

As product marketing teams continue and even accelerate their digital transformation, the tools related to their activities are multiplying, creating a true software ecosystem also called the martech stack. To strengthen the bond between all members of the marketing team, it is crucial to implement solutions that centralize information, assets and content used for each product. This is where DAM and PIM solutions come in. 

 The place of the DAM in the Martech stack for product marketing teamsIn this infographic, we have illustrated how the combined solutions of Digital Asset Management (DAM) and Product Information Management (PIM) make sense when they’re positioned at the heart of your martech stack. 

Thanks to its organization, storage and sharing functions, DAM allows you to centralize all your content while guaranteeing security and consistency of use. The DAM then becomes a “single source of truth” for all the players in the marketing team. In the field of product marketing, and particularly in the retail sector, the growing number of content required for each sale makes the use of a Digital Asset Management solution ever more vital. It is estimated that fashion brands use an average of 8 visuals per product. DAM then allows them to unify brand communication, ensure a quality customer experience across different channels and touchpoints and compliance of each content created.

DAM to optimize and customize the multi-channel strategy

A DAM solution allows you to not only enrich product sheets but also to customize them according to the distribution channels, which are becoming more and more numerous and whose formats are constantly evolving. With the help of advanced video content management functions, DAM allows you to optimize product pages in the likes of brands such as Nike, Asos or Decathlon, which offer video scenarios for most of their products (such as bicycles, for example). This practice is becoming more and more widespread in order to capture and convince customers looking for a product on the Internet as quickly as possible, in a highly competitive environment.

The PIM, the reference for product information 

The PIM makes it possible to provide all the necessary information to the seller, the intermediary or the customer to guide him/her in the sale or purchase of a product. It serves as a unique and secure reference for all product data (characteristics, description, use, etc.). In addition, the PIM is able to manage all the data required to create content that participates in the sales process (printed catalogues, PDF, product sheet on a marketplace, packaging, etc.). By grouping this information together, the PIM enables the DAM to unify and guarantee product marketing compliance.

This infographic presents only a part of the multiple roles and numerous software solutions that have their place within the marketing departments of companies. We have focused on the core business of product marketing and the solutions usually associated with the DAM + PIM pair. For example, in this infographic we note the absence of influencer marketing tools or those of customer acquisition specialists.

3 questions to an expert

 Arnaud Bernard, Technical Director Galilée, Wedia Group
Arnaud Bernard – Technical Director – Galilée, Wedia Group

What are the challenges that product marketing teams face today?

Marketing teams suffer from a critical lack of tools to access information in general. This concerns both visual elements (product sheets, images, logos, pictograms, etc.), and more “database-oriented” elements such as information describing a product sheet, those describing the characteristics of the brand, its product ranges or regulatory content. So to speak, they have no tool that could federate and orchestrate all this information within a single interface that could save them considerable time. 

With few tools at their disposal, marketing teams must provide more and more consolidated information for a variety of distribution channels that are constantly growing over time, making this task more and more complex and resource-consuming. Web-oriented channels involve producing exports, formatted in a certain way with various data (images, logistics, regulatory, etc.). Unfortunately, the siloed nature of solutions within a company forces teams to spend an enormous amount of time converting all this data manually according to the different channels.

What are the benefits brought by the association of DAM and PIM? How do they meet the expectations of marketing teams?

It is hardly conceivable today to, for example, have a product sheet on a website without being able to consult 3 or 4 different images on which the user can zoom or without the user being able to consult an instruction manual or retrieve a safety data sheet, etc. There are many types of images that are absolutely necessary to characterize a product and it is the role of the DAM to manage them. 

The DAM has all the functionalities that perfectly meet the needs of marketing teams. It contains data in native format (useful for print), but often it is derived formats that are necessary, such as for web output. The DAM allows marketing to access several alternative formats, which can be used to associate content with the various information in the PIM. This will have a very important impact if we consider that a DAM, such as Wedia’s, can also be used as a distribution solution that includes a CDN (Content Delivery Network). In fact, if we consider that the DAM displays the images of PIM validated products, marketing will be able to consequently have all the multi-site statistical feedback concerning the visualization and use of images across the different product sheets, on the websites of the different brands.

How can they be successfully integrated into ever more complex martech stacks?

The success of their integration requires a significant work on the fabrication of a data model that will allow marketing teams to find all the elements they are looking for across the DAM. But in the case of the association of a DAM with the PIM, the PIM model must also allow the integration of all the indexed images in the DAM. The key to success is therefore to set up a model that can be understood by all the teams concerned, to enable them to use these tools on a daily basis and to make them the central storage base for product information and images. 

We can also consider integrating DAM into MDM (Master Data Management) if the assets to be handled extend beyond the PIM. Here we are talking about managing the properties of brands and ranges, which may also have their own visuals. For this, during an integration project, it is fundamental to address all of the company’s business lines. The DAM and the PIM do not only concern marketing teams, as they will also serve other departments: commercial, legal, technical, packaging, international, etc.

Finally, the most important point is to surround oneself with the right partners, who will be able to orchestrate the implementation of such solutions and coordinate the different teams involved, through tasks, validation flows, etc. 

The PIM, a component associated with the DAM, must be governed by rules adapted to the company and constitute a single reference system.

Galilée, a Wedia Group company, deploys marketing production cloud platforms that facilitate the management and distribution of all branded content and product information for digital, print and packaging media.

How to put your content at the heart of the customer experience?


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