Marketing Attributes

Definition

Marketing attributes are specific product characteristics that are strategically chosen and described to appeal to a target audience and influence purchasing decisions. Unlike technical specifications, which are objective and functional, marketing attributes focus on benefits, emotional appeal, lifestyle associations, and unique selling points. Examples include 'eco-friendly material,' 'luxurious feel,' 'intuitive design,' or 'award-winning performance.' These attributes are crucial for crafting compelling product descriptions, creating targeted campaigns, and differentiating products in a competitive market.

Why It's Important for E-commerce

In e-commerce, well-crafted marketing attributes are essential for converting browsers into buyers. They help create a narrative around the product, communicating its value beyond basic features. On product detail pages, marketing attributes highlight why a product is desirable, addressing customer needs and desires. They are also vital for filtering, comparison tools, and personalized recommendations, improving product discoverability and relevance. By effectively leveraging marketing attributes, businesses can enhance the perceived value of their products, increase customer engagement, and drive sales.

Examples

• For a smartphone: 'Stunning OLED display' (marketing attribute) vs. '6.1-inch, 120Hz OLED screen' (technical specification).
• For a jacket: 'Weather-resistant fabric for all seasons' (marketing attribute) vs. '100% Polyester with DWR coating' (technical specification).
• For a coffee machine: 'Barista-quality coffee at home' (marketing attribute) vs. '15-bar pump pressure' (technical specification).

How WISEPIM Helps

• Rich content creation: WISEPIM allows for dedicated fields for marketing attributes, enabling detailed and compelling product storytelling.
• Channel-specific content adaptation: Easily tailor marketing attributes for different channels (e.g., shorter for ads, longer for PDPs) directly within PIM.
• Improved search and filter: Leverage marketing attributes to create effective filters and improve search relevance on e-commerce sites, boosting discoverability.

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