For many companies, the Internet represents a way to make themselves known, to connect with their consumers, but above all to exploit the many commercial opportunities and increase their turnover. Selling on the Internet is not just about having a website with available products. It is also about applying a real marketing strategy that corresponds to the image of the company and its objectives. As such, many marketing methods can be implemented to allow a company to sell better on the web, and product content is one of them. In this article, discover what product content is and why it is important for an e-commerce store.
What is product content?
Promoted in France by Daniel Bô, product content refers to all usa mobile database information about a product or service that is made available to Internet users. This includes product pages and the information they contain. The latter must be detailed, explanatory and objective without forgetting useful aspects such as natural referencing. The objective of product content is to facilitate the consumer's purchasing journey by helping them choose a product. In this respect, we can designate several elements that are integrated into product content:
The visual elements
Classic photos;
Presentation videos;
The animations produce 360°.
Product features
Components and materials;
The dimensions;
The technology used;
The mechanisms present;
Available colors and sizes;
The price.
Reinsurance elements
Testimonials and opinions;
Certifications and labels (oeko-tex, organic).
A major challenge for e-commerce sites
With the democratization of e-commerce and increasingly intense competition on the internet, product content is a real challenge for businesses .
Since it is supposed to inform the Internet user about the product, it must therefore be constructed in such a way as to encourage the act of purchase (always remaining objective). It is therefore a lever that has an influence on the famous ROI! Then, product content actions involve investments that can turn out to be costly.
For example, in terms of technology, PIM (Product Information Management) databases that group together the information produced and DAM (Digital Asset Management) software can represent significant expenses.
Integrating these solutions into the digital resources of an e-commerce site is not always free. It is therefore wise to allocate a specific budget for the implementation of these optimization solutions in product content. However, once well integrated, the returns on investment perceived will only be very positive.