The Analyst Exchange with Onedot on Syndication
In this Analyst Exchange, we shed light on the complex topic of product data syndication along with Onedot, the Swiss business partner data exchange platform.
The way consumers shop has changed dramatically in the past few years. Customer journeys have become increasingly complex as they cover more and more touchpoints, including offline and online channels. Especially in digital commerce, channel diversification is leading to major challenges for brands and manufacturers who try to live up to rising customer expectations while exploiting increasing sales potentials.
These challenges include the demand for high-quality product data and efficient distribution processes. While stellar product content is paramount to attract potential buyers and convert them into customers, the provision of data must be largely automated to accelerate the manufacturer’s go-to-market. Considering these requirements as well as the increasing complexity of brands’ communication processes, what they need is a comprehensive solution for providing and distributing their product data.
In particular, this applies to industries with complex data structures, industry-specific data standards, a high dynamic, and multiple market players, such as in electronics, manufacturing, automotive, or FMCG. Manufacturers in these branches not only deliver product data to their own channels, such as their website or mobile app, but they also exchange their data with sales partners such as retailers or online marketplaces. In fact, the retail industry plays a dominant role in the markets today and it offers brands and manufacturers more and more opportunities to market products more effectively. While this helps to boost sales on retailers’ diverse channels, it also means even higher requirements for the product content that needs to be delivered.
Syndication describes the field of technologies that provide solutions for effectively distributing data to the different sales channels, serving owned dynamic channels like social media as well as retail partners and online marketplaces with high-quality product data. Accordingly, syndication is an essential part of the information supply chain of manufacturers and brands today and needs to be smoothly integrated with downstream solutions like PIM and MDM along with all relevant upstream channels – Facebook, Instagram, online shops, data pools, Amazon, Google, eBay, REWE, Mercateo, Conrad, and data exchange catalogues like BMEcat.
In this Analyst Exchange, we dive deeper into the specifics of this technology and its value to manufacturers as well as to other market players. In doing so, we include the perspective of Onedot, one of the market’s most elaborate technology vendors, which adds to our research and market expertise its unique experiences and perspectives from numerous customer projects and insights.
Take the survey and let us know your thoughts on syndication!
