What is the Position of PIM in Digital Marketing?
Posted: Tue Jan 21, 2025 6:04 am
Recently, more and more customers are introducing CMS (Content Management System) to manage content when updating their own websites to enhance their owned media. At the same time as introducing CMS, many customers are also considering PIM (Product Information Management System) to integrate and manage the information of their company's products. This selection is made with an eye on the future of linking to their own EC, other owned media, and external sites/ecosystems.
Customers often say that they want to use PIM loan database as MDM (Master Data Management), but it is important to note that PIM is not essentially MDM.
PIM is an information platform for marketing, and does not manage master data in the core business area like MDM. It is a good idea to imagine it as something like a data hub that sucks up data from ERP (Enterprise Resources Planning), PDM (Product Data Management), MDM, etc., and adds marketing information such as detailed product descriptions and promotional wording to it. Keeping this in mind from the beginning is an important point to make the most of the features of PIM.
pim_ope_func1.jpg
[What is Product Information Management (PIM)]
PIM allows for flexible model definition, so you can define the optimal model for marketing without being bound by the product system managed by another system. In addition, general PIM packages and services have standard functions for data integration, so you can output according to the needs and requirements of the partner. Furthermore, by using workflows
, you can review and approve data according to the business, which allows for effective information governance. For example, information about a partnership with another company, the details of which are kept secret until the last minute, can be linked and posted in a timely and accurate manner to the corporate site, product introduction site, in-house EC, external EC, etc., along with a promotional phrase such as "We have realized a long-awaited function that was not possible in previous products by collaborating with Company A!" in conjunction with the launch of a new product.
In this way, since PIM is designed as a product information platform for digital marketing, it is very important to be aware of the position of PIM when introducing it and to make the most of its characteristics.
Customers often say that they want to use PIM loan database as MDM (Master Data Management), but it is important to note that PIM is not essentially MDM.
PIM is an information platform for marketing, and does not manage master data in the core business area like MDM. It is a good idea to imagine it as something like a data hub that sucks up data from ERP (Enterprise Resources Planning), PDM (Product Data Management), MDM, etc., and adds marketing information such as detailed product descriptions and promotional wording to it. Keeping this in mind from the beginning is an important point to make the most of the features of PIM.
pim_ope_func1.jpg
[What is Product Information Management (PIM)]
PIM allows for flexible model definition, so you can define the optimal model for marketing without being bound by the product system managed by another system. In addition, general PIM packages and services have standard functions for data integration, so you can output according to the needs and requirements of the partner. Furthermore, by using workflows
, you can review and approve data according to the business, which allows for effective information governance. For example, information about a partnership with another company, the details of which are kept secret until the last minute, can be linked and posted in a timely and accurate manner to the corporate site, product introduction site, in-house EC, external EC, etc., along with a promotional phrase such as "We have realized a long-awaited function that was not possible in previous products by collaborating with Company A!" in conjunction with the launch of a new product.
In this way, since PIM is designed as a product information platform for digital marketing, it is very important to be aware of the position of PIM when introducing it and to make the most of its characteristics.