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Widen: Brands struggle to use product data to its fullest potential


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Although marketers consider product information critical to establishing trust and driving sales online, they struggle to use this information to its fullest potential, according to a new report from Widen, maker of digital asset management and product information management software. In the study, 36% of respondents claimed to have “very high” control over the product information their brand publishes on e-commerce sites, and 55% said they have “very high” control over the information presented on their own website.

Above: Widen’s research team found that although marketers consider product information critical to establishing trust and driving sales online, they struggle to use this information to its fullest potential.

Product data establishes trust, while product marketing assets and content drives sales. Nearly 50% of respondents said product data is the information type that has the biggest impact on customer trust. However, 72% of respondents believe that digital assets like photography and videos, along with product marketing content like item descriptions, have the biggest impact on sales. These different types of product information appear to offer a superior buying experience when they are presented together rather than in isolation.

With the ongoing challenges marketers and creatives face when trying to balance technology with human touch, digital asset management company Widen Enterprises aims to explore a new area on the topic of connectivity each year to connect the dots between marketing, information, and customer experience. This year, they delve into the topic of product information and its role in driving customer connection. Widen’s research team sought out to explore how brands have reached their audiences despite lockdowns, social distancing, and other challenges of the COVID-19 economy. A total of 155 leading marketers and creatives from the US and UK participated in the research study for this year’s Widen Connectivity Report. Findings are based on data gathered through a 21-question digital survey and a series of interviews conducted from August to September 2020.

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Read the rest of Widen’s research at 2021 Widen Connectivity Report: Connecting the dots between marketing, information, and customer experience.

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